The paper aims to identify the views of Ukrainian agricultural producers and scientists on sustainable development in agriculture, its consequences and barriers faced by Ukrainian producers. Two surveys were done in 2021–2022. The exploratory (qualitative) study was conducted through a semi-structured interview carried out with 19 agricultural producers, who relate their businesses to sustainable practices and represent different Ukrainian regions. Based on the content analysis, we have found out how sustainable development is defined by actual producers operating in Ukrainian agriculture, barriers to the implementation of relevant practices, and consequences for the sector. Almost all statements of farmers are correlated with existing theoretical developments. In a second step, we conducted a survey with 142 scientists in the field of agriculture, who assessed on a 5-point scale whether certain sustainable practices, barriers and consequences are inherent to agriculture in Ukraine. The research has identified the dimensions of sustainable business development that suggest progressive changes and incorporation of a balanced approach to achieving goals into companies’ operating strategies. It means balancing growth in demand and limited consumption, high profits and necessary investments in sustainability (safety, working conditions), experimental science and farmers' on-the-ground knowledge.