The purpose of the study was to understand the adoption process of ricefield based fish seed production (RBFSP) that has been developed, promoted and established in Northwest Bangladesh. Quantitative investigation based on regression analysis and qualitative investigation using semi-structured interview were carried out to enhance understanding of the adoption process of RBFSP.Quantitative regression analysis showed two important factors: 1) access to suitable rice-plot and 2) availability of tilapia broodfish at the famer level, facilitated adoption of RBFSP. This simple regression model taken alone might suggest promoter organizations need not consider other factors in disseminating RBFSP. However, the qualitative investigation revealed that farmer level fish seed production depends on many causal factors embedded within the ecological and socio-cultural context. The major factors included: 1) use of cash generated to prevent distress sales of rice. 2) lack of requirement to use pesticide in ricefields 3) meeting demand for household level fish consumption 4) capacity to restock fingerlings in ponds 5) lack of any negative effects on rice production, 6) increased non-stocked fish production in rice plots 7) simplicity of the technology 8) ease of fish harvest from rice-plots 9) increased ability to gift fingerlings/foodfish to relatives and neighbours and 10) more efficient use of both rice-plot and irrigation pumps. The adoption process was also found to benefit women in producer households through their roles in decisions over, and control of, resources generated from fingerling sales. However, a lack of sustained land tenure or ownership was an important risk factor for long term adoption of RBFSP. In promoting RBSFP to the poor, attention should be paid to rectifying land tenure systems if positive outcomes for poorer Bangladeshis are to be maximized.