In this research paper, the eco-food industry in Österlen has been examined through telephone interviews with four small-scale food actors in the region. This research has put the concept of sustainability under scrutiny to unravel some of the ambivalences and contradictions that the concept encompasses. This research paper has further examined how sustainability relates to processes of regional branding and placemaking in Österlen. The rural environment in which the eco-food industry is situated in have thus been examined to be of relevance and moreover utilized as a marketing tool for planners, developers and politicians in the region of Österlen to attract capital, investment and tourism.