The Iowa Nutrient Reduction Strategy (INRS) was launched in 2013 to guide reduction of nitrogen and phosphorus losses into waterways. In 2014, the Iowa Farm and Rural Life Poll measured farmers’ awareness of and support for the INRS. The 2024 IFRLP asked many of the same questions to examine changes over time. Comparisons showed that more farmers were awareness of the INRS, with nearly 90% of farmers reporting some knowledge in 2024 compared to 80% in 2014. However, while strong majorities indicated support for the INRS and its goals in 2024, concerns about water quality and enthusiasm for conservation efforts had declined slightly, and many farmers were uncertain about the strategy’s effectiveness. These findings highlight the need to strengthen farmer engagement, expand conservation practice adoption, and address persistent barriers to conservation actions.