A study by the Diverfarming project, involving researchers from the universities of Wageningen and Exeter, has explored the factors hindering the adoption of sustainable farming practices. The research, conducted through in-depth interviews with farmers and based on the example of crop rotation with legumes, has identified cognitive blocks as a key obstacle. These blocks occur when the costs of changing to a more sustainable practice are perceived to outweigh the benefits. The study suggests that socio-technical environments and profit frames can influence farmers' decision-making, potentially preventing the wide acceptance of diversified farming practices, despite their profitability. The findings are expected to help identify region-specific and common barriers to crop diversification and similar practices, supporting transitions towards sustainability in agrifood systems.