The aim is to explore what sustainability values entrepreneurs in nature-based businesses highlight in their online communications with stakeholders. What kind of sustainability value is communicated online to the stakeholders of nature-based businesses in Sweden? Is there a difference in what sustainability information nature-based businesses from different categories focus on? The study was conducted using a qualitative approach. Data were collected from 100 nature-based businesses in Sweden. The selected companies belong to these industries: agriculture, food producers, forestry, garden, and contract work. Data were collected from secondary sources, such as websites, printed materials, and annual reports. The results show that there are differences between the different categories of companies, and the companies are grouped into two types. The practical implication is that nature-based businesses should use environmental sustainability as a marketing tool to gain even more customers. Customers today are increasingly aware of and interested in sustainability issues.