This report is based on case studies from Sweden, indicating that the local context can be developed into a competitive advantage when using sustainable and digital solutions. The study also draws on findings from a consumer study, targeting sustainable shopping habits and interest towards new ways of purchasing food in the future. Results indicate that new sustainable business models can provide sustainable values for both farmers as well as end-consumers, but the traditional value chain need to be evaluated on value adding aspects and traceability along the process. Additionally, the end-consumer indicate an interest to purchase food directly from the farmer, which is considered as an important aspect for better animal health and welfare. This is an important aspect to include when doing business model innovation in the agricultural sector.