Abstract: Despite its importance, the notion of sustainability is open for discursive struggle. This article’s primary objective is to acquire insight into the manner in which the principal stakeholders strategically use frames in their public communication about sustainable food and agriculture. A framing analysis of 272 communications revealed a repertory of six culturally embedded frames: the value of responsibility, the metaphor of the undermining-of-foundations, the story of Frankenstein, the myth that all that comes from nature is inherently good, the myth of progress, and the archetype of the Good Mother. The analysis provided insight into how frames are deployed. Also discussed is how frames are interrelated and how different stakeholders use similar frames to support opposing interests.