Water is essential for sustainable agricultural development - for irrigation of crops, livestock watering, processing, and sustaining farm families. Agriculture uses 71 percent of all water diverted for consumptive use in Canada (Environment Canada, 2004), and is by far the greatest water consumer in Canada. In the absence of a Canadian national water strategy, Alberta has developed a long-term water management plan called the Water for Life Strategy. Its successful implementation will depend largely on the participation of irrigators. This study explores the reaction of irrigators to one of the strategy's main goals - a 30 percent increase in water use efficiency and productivity by 2015 over 2005 levels. The study reveals that irrigators vary significantly in their views as to the extent to which this goal can be reached, and the means by which it should be achieved within agriculture. Further, these responses reflect differences among irrigation districts relating to the extent of water stress, on-farm irrigation water efficiency and natural factors that limit crop diversity in some areas. Ultimately the government may have to revise its 30 percent target and tailor the strategy to irrigation districts as opposed to a broad-based approach.