Over recent decades, research has been directed to assessing the impacts of land uses on valuable natural assets, such as the Great Barrier Reef. Land managers in adjacent areas are expected to adopt practices to minimize any adverse affects on downstream environments. Conversely, researchers are being pressed to provide answers to the problems. In response, researchers and environmental managers are bombarding land managers with information regarding the potential environmental implications of their practices. Is this an effective mode to achieve on-ground change? Collaboration between all groups - research, industry and extension - may be more effective in developing and implementing practical solutions to these more complex issues, A change from the research and extension models currently used may be needed to achieve positive resource management outcomes. Research, development and extension initiatives underway in the Australian sugar industry to improve farm practice and reduce the potential for adverse impacts on downstream environments are discussed. Case studies provide some insights into how science and extension skills work best together and how an industry group can respond to a community concern. (C) 2000 Elsevier Science Ltd. All rights reserved.