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This study provides a better understanding of the perspective and attitudes of farmers towards sustainable land management (SLM) practices in central Spain. Farmer’s willingness to change from conventional tillage to cover crops in vineyards is seen as an indicator for adoption of sustainable agriculture. Two complementary approaches were used: open interviews (n=25) and surveys (n=64). The portrait of these winegrowers is of mature farmers, owners of their lands and conscious of soil erosion problems (81%), although not on their own lands. They observe soil degradation (45%); however, they are more conscious of problems in their vines or grapes (64%). Only 32% would be willing to use cover crops to avoid erosion. The barriers for adoption were mainly related to water constraints, lack of knowledge and inability to accept production decreases. Results indicate an underlying lack of information on SLM. They show confusion or mistakes regarding the relationship between tillage and erosion. Young farmers are more prone to change practices. Scientific results are not effectively communicated; there are no efficient local structures to provide them with knowledge and advice in their work, including guidance on environmental issues. The EU agri-environment payments cover the costs of SLM practices for avoiding erosion or compaction and increasing SOC. In spite of that, participants do not apply for subsidies to compensate the income foregone. Policy makers, extension services and scientists have to face this situation to tackle the limited knowledge transfer revealed in this study. Copyright (c) 2014 John Wiley & Sons, Ltd.