This study analysed Swedish stakeholders’ views on future developments of organic production and consumption based on Organic 3.0, a strategic initiative by the International Federation of Organic Agriculture Movements (IFOAM). Focus group discussions were carried out with actors representing different parts of the organic value chain in Sweden. These identified a number of tensions, four of which represented an unresolved dichotomy in the way forward for the organic movement and its relevance for organic production in most settings.