Organic farming is expected to contribute to conserving national biodiversity on farms, especially remnant, old, and undisturbed small biotopes, forests, and permanent grassland. This objective cannot rely on the legislation of organic farming solely, and to succeed, farmers need to understand the goals behind it. A set of indicators with the purpose of facilitating dialogues between expert and farmer on wildlife quality has been developed and tested on eight organic farms. “Weed cover in cereal fields,” was used as an indicator (...) of floral and faunal biodiversity in the cultivated land, and “uncultivated biotope area” on the farm was used as a general measure of wildlife habitats. Functional grouping of herbaceous plants (discriminating between “high conservation value” plant species and “competitive”/“ruderal” species) and low mobility butterflies were used as indicators of conservation value, especially focusing on the few sites left with considerable remnant conservation value. The dialog processes revealed that the organic farmers’ ideas and goals of conservation of wildlife quality were not necessarily the same as for biologists; the farmers expressed very different opinions on the biological rooted idea, that wildlife quality is related to the absence of agricultural impact. However, farmers also stated that the information given by the indicators and especially the dialogue with the biologist had influenced their perception and awareness of wildlife. We conclude that, combined with a dialogue process, using these indicators when mapping wildlife quality could be an important key component of a farm wildlife management advisory tool at farm level. (shrink)