The adoption and implementation of the 2020-2030 Sustainable Agriculture Plan, called Plan d’agriculture durable (PAD) represent a decisive step toward intensifying and structuring the agri-environmental efforts undertaken by Quebec farmers. However, for these efforts to translate into real gains in sustainability, producers are called upon to adopt practices that often go beyond standard regulatory requirements and involve significant financial, logistical, agronomic, environmental, psychological, and social costs. Are these efforts sufficiently recognized and valued by Quebec citizens? The authors address this question and propose several avenues for reflection that could help stakeholders and decision-makers in the agri-food sector increase public recognition and appreciation of the agricultural profession.