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Sustainable strategies (the most advanced stage of integration of sustainable development in the firm) imply a global, long term and proactive approach of environmental and social impacts. Most of the time, this approach is applied to multinational corporations’ context; but, more and more SMEs focus on sustainable development, in a national, regional or local level. Biolait, a group of organic milk producers in the Western France, is a representative case of a SME implementing a sustainable strategy, based on the development of the French organic milk supply-chain. The analysis of this case shows that responsibility issues play an important role (along with competitive issues), to explain the economic, environmental and social ambitions of the company.