Appropriate value creation processes play a key role in the success of organic food supply chains in terms of effective response to consumer requirements and sustainability goals. In this study we explore key drivers for value creation in the Spanish organic olive supply chain taken as representative case study. A business model survey was conducted with the participation of a highly qualified panel of experts to provide innovative options for value generation in the organic olive oil industry. Elicited expert judgements relate to the identification of the potential sources of adding value along the supply chain as a whole and among its different actors, as well as the factors that influence positively and negatively the adding-value formation. Findings contribute new ideas and pathways to develop innovative, effective and sustainable business models capable to generate value for companies, customers and the society as a whole. Results can be readily applied in real-world case studies to improve existing company business models
