<p>Biodiversity, crucial for resilient agri-food systems, is declining at an unprecedented rate, largely driven by agricultural practices. In response, scientists and policymakers have called for a transition towards biodiversity-enhancing food systems, emphasizing the need for a systemic change that includes the consumer. However, as the term biodiversity is relatively new and complex, there have been worries whether broader publics understand and value biodiversity enough to support conservation practices or alter their consumption. By using associations as a means to access broader mental representations, the study explores how people make sense of the term biodiversity. Participants of a survey (<i>N</i> = 1971) on biodiverse food production and consumption in the Netherlands were asked to list 5–7 associations they had with biodiversity. Thematic content analysis was performed on the associations elicited, and themes were further validated with focus group discussions (<i>N</i> = 24) on biodiversity. The associations elicited revealed that participants mostly associate biodiversity with species diversity, with a focus on animals and plants. Many viewed biodiversity as valuable for ensuring a quality of nature and life, but some expressed scepticism or negative connotations, considering biodiversity a “hype” or questioning biodiversity loss. Lastly, associations showed that the relation between agricultural practices and biodiversity was understood both in terms of the negative consequences agriculture could have on biodiversity, as well as how it could contribute to enhancing biodiversity. Next to providing more deliberative and diverse perspectives on biodiversity and conservation, such insights could be essential for identifying how the public could be more engaged in the transition towards biodiversity-enhancing food systems.</p>