Private firms are key players in the multi-organizational system of extension in Jordan. The independence test and probit model were employed to identify the factors that influence private firms to cooperate with public research and extension. Willingness to cooperate in extension and research was found to be associated, but firms were found to be more willing to cooperate with public research than extension. Membership in the trade association, having links with local or international firms, and providing transportation to sales agents were associated with willingness to cooperate in research and extension, but type of business and conducting in-service training were not associated. Partnerships between the public and private sectors would capitalize on the comparative advantage of each sector. Fields of cooperation include undertaking adaptive research, farm trials, production of leaflets, funding and conducting group extension activities. Self-regulatory measures have to be adopted by the trade association to enforce quality standards to protect the interests of farmers and consumers.