Non-agricultural groups are increasingly challenging agriculture as a polluter of the environment. Policy responses to findings that groundwater in some cases is contaminated with farm chemicals demonstrate that there are limits to good will towards farmers. Society is prepared to socially control the use of agricultural technology if necessary in order to protect the environment as well as the safety of food and water. In turn, agricultural leaders and scientists are increasingly expected to give priority attention to research issues and approaches that will enhance the quality of the environment. They can no longer give exclusive attention to ways to make agriculture more " efficient" and more productive of food and fiber.