Organic agriculture has achieved many important milestones over the last three decades. Despite these achievements, criticism of the mainstream model of agriculture, which had originally contributed to the success of the organic sector, is potentially having a negative impact on its transformative potential. The main goal of this paper is to provide further empirical evidence that captures ongoing changes in the social discourse of the organic movement. Specific attention is paid to the formation of a relationship between the organic movement and other alternative initiatives and conventional agriculture, based on the potentially shared values of sustainability as articulated in the Organic 3.0 strategy. The empirical study was conducted in the Czech Republic. The study identifies three distinct discourses that show how different groups of stakeholders form their expectations towards organic farming. The findings of our study suggest that their views differ significantly when it comes to the functions of organic farming in society. Results of the study show that the dominant social discourse on organic farming principally conveys the Organic 3.0 strategy.

在过去的三年中，有机农业取得了许多重要的里程碑。尽管取得了这些成就，但对最初促成有机部门成功的主流农业模式的批评，可能对其变革潜力产生负面影响。本文的主要目标是提供进一步的经验证据，以捕捉有机运动的社会话语的持续变化。根据有机 3.0 中阐明的可持续发展的潜在共同价值观，特别关注在有机运动与其他替代举措和传统农业之间建立关系战略。实证研究是在捷克共和国进行的。该研究确定了三种不同的话语，表明不同的利益相关者群体如何形成他们对有机农业的期望。我们的研究结果表明，当谈到有机农业在社会中的功能时，他们的观点存在很大差异。研究结果表明，关于有机农业的主导社会话语主要传达了有机 3.0战略。