The modern agriculture’s negative consequences on the environment have urged a production of ecological provisions, and amongst that ecological milk. The increasing demand for ecological milk that was noted in the 1990´s has unfortunately decreased during the latest years, and a stagnation in the consumption is now feared. To counteract this course of events, the Agenda 21-coordination in the municipality of Karlstad wants to increase the consumption of ecomilk. Therefore, this study aims to give a hint of how they can contribute to an increased consumption of ecological milk amongst the habitants of Karlstad. With a lack of economical and legal means in the municipality for such a purpose, the survey takes point in strategic communication means. To find out the role of Agenda 21 for an increase in the consumption of ecomilk, following research questions was put:- Which conditions, opportunities and obstructions are there for an increased consumption of ecological milk in general, and in the municipality of Karlstad in particular, seen from the consumer, the producer, the grocery and other concerned and competent actors of influence?- How can Agenda 21 communicate and cooperate with the actors above as a step in increasing the consumption of ecomilk?Which learnings can Agenda 21 obtain from similar projects? For the carry out of the survey a qualitative method was chosen. The premier instrument was interviews with actors, who could be thinkable of contribute and cooperate for an increased consumption of ecological milk in the municipality of Karlstad. As a complement general material was studied. Together with theories about change in behaviour, communication and cooperation, some conclusions could be drawn about the role of the Agenda 21-coordination. The premier seems to be the working for an expand of the municipality’s provision purchase of ecomilk. Of decisive influence is also the creation of cooperation with, and encourage of initiatives and commitment, among actors. Besides this, Agenda 21 can try to bring about a change in behaviour, through encouraging and information of individual consumers and consumer groups, about the importance of choosing the ecological milk. For progress in such a project the communication should take point in the receivers’ resources and situation, and in what that is needed for an environmental interest in general. As assistance in the planning process, learning can be used from similar present and carried out workings.