As a case study, the vision of the “Dutch Sustainable Dairy Chain” toward 2020 is presented: a sector in which we work safely and with pleasure; with fair income and high quality food; we handle our animals and environment respectfully; a sector which is appreciated by society. Objectives: Climate neutral development (20% reduction in GHG versus 1990; 16% sustainable energy; energy-efficiency +2%/year); maintain grazing (81,2% of farms should apply grazing); continuous improvement of animal welfare and health (70% reduction antibiotic use; longevity + 6 mo vs 2011; improve score welfare index, in operation by 2017); maintain biodiversity and environment (100% use of responsible soya; national kg phosphate at level 2002; ammonia emission - 5 kton vs 2011; biodiversity tool in 2017). Goals are annually monitored by Wageningen Economic Institute. For each theme a sector team is active to realize goals. In 2017 new goals will be formulated toward 2030, intended to be in line with the ever increasing societal influence, which may be in the short run more dominant in Europe than in the USA. Current examples of societal participation are: existence of the “Animal party” in the parliament; phosphate plafond; discussions about obligatory grazing and calf with cow rearing in region; dispute about no. of animals/farm; less meat consumption in relation to climate change; negative interpretations of word ”industry,” as in “dairy industry.” The authors will outline the development directions for the dairy sector: high tech farming (incl. milk robot of which 1st prototype was at our station) versus low cost; resource efficiency including labor; specialization versus diversification and climate neutral dairy chain. Specific practices to be explained: cow transition period/pregnancy gymnastics; smart grazing techniques; sensor technology in- and outside barn; mobile milking and feeding systems (also in combination with cows as nomads in nature areas); innovative housing concepts, such as cow-garden (slatted floors and cubicles under scrutiny). Future images about energy saving, manure handling and soil quality, and the circular economy will be addressed, as well as opportunities of new communication techniques.