Little is known about producers' willingness to use manure. Past studies have focused on substitutability for fertilizers. We surveyed crop producers in a cattle-dense region of the Colorado Plains about whether and why they apply manure, focusing on how pressures (like owning cattle) or preferences (pro and con) affect their adoption. Using logistic regression, findings show that pressure and preference (PS/PF) significantly affect adoption. A producer with high PS/PF was 10 times more likely to use manure than one with low PS/PF. Policy and decision makers can use such findings to inform education and policy aimed at increasing the land application of manure.