The article’s objective is to analyze a process of technological innovation incorporation in the realm of organic agriculture which, as per legal and conceptual definition, should take into consideration the economic, social and environmental aspects according to the proposals of sustainable development. This article presents the results of a case study carried out at Native Alimentos Orgânicos Ltd. , a Brazilian company producing organic sugar and ethanol with an exporter profile and responsible for the world’s largest organic agriculture project. The organic production system developed by the company demanded important innovation in the agricultural and industrial areas. The study shows that the choice for innovations that respond simultaneously to economic, environmental and social issues, besides being viable, is essential for the Brazilian sugar to access markets of developed countries. Thus the case shows that it is possible to innovate with profit and social and environmental concern simultaneously.