Lupin is well adapted to a wide range of environmental conditions and produces high yields of protein. Germany is a historically important growing area for lupin but the area and production has fluctuated greatly in recent years. Insights into farmers’ perceptions and strategies reveals potential drivers for changes in lupin production. Results from a unique survey are presented to describe farmers’ decision-making on-farm, their motivations, challenges and suggested changes in lupin production. Direct insights into farmers’ experiences and assessments of lupin cultivation and use in Germany helps us understand the cause of change.