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The research examines the diffusion of the Direct Planting System (DPS) in Brazil, a no-till farming method that increases productivity and reduces greenhouse gas emissions. Despite its benefits and lack of significant upfront costs, adoption remained low at approximately 10% as of 2006. The authors argue that the primary barrier is the need for site-specific knowledge to adapt the system to different soil types. Using a theoretical model and empirical data from 1,708 municipalities, the study finds that higher soil heterogeneity negatively impacts adoption rates, particularly at intermediate levels of adoption (between 18% and 50%). The study also concludes that formal learning channels, such as cooperatives and diffusion centers (CATs), complement social learning by increasing adoption to levels where the impact of soil heterogeneity becomes more pronounced.