<p>Organic farming (OF) provides multiple services to society, such as resource conservation, but generally results in lower yields. This creates the necessity for innovation. The way innovations in OF are perceived and communicated can either promote or hinder their implementation and is decisive for future direction of OF. To gain insight into these perceptions, a survey was conducted during the Organic Field Days, an agricultural fair for OF. The survey targeted relevant stakeholder groups and explored (i) what types of innovations are considered acceptable for OF, (ii) how important these innovations are perceived to be, and (iii) which innovations and strategies are seen as having the highest development potential for OF. In total, 291 questionnaires were analyzed. The results show that technical, ecological and social innovations are highly valued, whereas technological processes in breeding (CRISPr/CAS; hybrid breeding) are rated as less important or even rejected. Adaptation to climate change and resource conservation are seen as the most important challenges for OF and are rated as more important than high yields, which received very heterogeneous assessments The establishment of functioning regional value chains is rated as having the greatest development potential for OF. Finally, technology and digitalization alongside the principle of naturalness, are not viewed a mutually exclusive and are both considered important for the further development of OF.</p>