The article highlights the challenges and dilemmas facing the organic farming sector in France, with particular focus on the bovine meat industry. The sector is grappling with the soon-to-be-implemented European organic regulation set for January 2022, which eliminates the exemption for finishing animals in buildings, potentially increasing costs and reducing product quality. This situation is further complicated by a decline in supply and consumer willingness to pay higher prices, especially with the rise of private labels and promotions in mass distribution. Organic farmers are advocating for legislation that addresses the fair remuneration of producers and encourages the upgrade of organic specifications. There is also a call for consumers to reconsider their purchasing decisions and the environmental impact of their food choices, aiming to shift the focus from price to sustainability and quality.