Purpose: Using the framework of Adult Learning Theory, this study worked to uncover the composition of rural landowners' information sources and learner characteristics that impact information-seeking behavior among maple syrup producers in Wisconsin. Design: Regression models were used to analyze data from a survey targeted at Wisconsin maple syrup producers (N = 677). Findings: Maple syrup producers mostly learn through interactions with peers and underutilize expert resources, but opinion leaders and early adopters of new technologies are more likely to seek information through both formal and informal knowledge networks than maple producers who are not influencers in their community. Extrinsic motivation was associated with maple producers' tendency to engage in optimal knowledge acquisition, whereas intrinsic motivation was not. Practical implications: Professionals can optimize resources to design outreach programs and develop marketing strategies by targeting landowners based on their learner characteristics. Theoretical implications: Our research contributes to the adult learning literature and advances the theoretical understanding of micro-Agricultural Knowledge and Innovation Systems by investigating the influence of different types of learning motivations on optimal knowledge acquisition. Originality/Value: This study identified landowner characteristics related to optimal knowledge acquisition and is the first to highlight the roles of family legacy and social norms as motivators that drive maple producers to acquire new skills and knowledge.