This article examines the development of a Nature Farming (NF) system standard for poultry production in Brazil, aiming to better communicate the sustainability attributes of NF products throughout the supply chain. Through qualitative research with various stakeholders, the study highlights the unique environmental, economic, social, ethical, and health dimensions of NF poultry and proposes clearer labeling and certification standards. The findings suggest that establishing a dedicated NF standard can enhance product differentiation, improve consumer communication, and support sustainable supply chain management.