In Flanders (Belgium) there is an obvious lack of clear long-term vision on sustainable development, for society as a whole as well as for the individual sectors of (economic) activity. In this paper we present the first results of a process of vision development for Flemish agriculture, called `On tomorrow's grounds'. The initiative, taken by Stedula (the Flemish Policy Research Centre for Sustainable Agriculture), shows that discovering core values, stating a concise mission, establishing guiding core principles and working with vivid descriptions of envisaged future systems seem indispensable elements to develop a vision that inspires and mobilizes people and that, eventually, stands a chance of being anchored in the sector's or organisation's culture. The principal method of working of the project was a multi-stakeholder process (MSP) focussed on dialogue. During five extensive stakeholder meetings, representatives of farmers, service industries, food distribution, education, government, research, consumers and NGO's participated in a constructive dialogue on values and mission, principles and two vivid descriptions of envisioned future farms. The concept of the project was welcomed and supported by the Flemish Minister-President and by the Belgian federal state secretary for sustainable development. (c) 2007 Elsevier Ltd. All rights reserved.