Both public and private groups who work with crop producers growers recognize that to be respected by and to influence their decisions it is critical to be a relevant source of practical knowledge. It is important to understand the nature of the relationships of public and private knowledge-transfer groups and to develop ways that their activities can be complementary.  University extension specialists value interaction with seed company agronomists for their close daily contact with growers, their field problem solving skills, and their role in multiplying access to groups not reached directly by extension. Seed company agronomists have expressed that more than 50% of the information that they use for transfer to their clients is accessed from research conducted at universities. We need to evaluate whether this will decrease, stay the same, or increase in the future. Seed company agronomists also indicate that university extension specialists can be a valuable resource for joint training efforts with sales representatives. Seed company agronomists need to give credit to university extension when their information is used.  To stay relevant, university extension specialists need to spend time with individual growers both to learn what motivates them and to understand the rapidly changing agricultural marketplace.