Veterinarians could be the expected sparring partners of organic dairy farmers in promoting animal health which is one of the main organic principles. However, in the past organic dairy farmers did not always consider veterinarians to be pertinent advisors for them. The objectives of this study are – from private veterinary practitioners’ point of views- i) to describe the roles of veterinarians today in organic dairy farmers’ animal health promotion strategies, ii) to identify factors related to organic farming which determine their role on organic dairy farms, and, iii) to identify opportunities for improvement of veterinarians’ advisory services for organic dairy herds. Fourteen veterinarians, providing herd health advisory services to dairy farmers, were interviewed using qualitative semi-structured research interviews. A modified approach to Grounded Theory was used for data collection and analysis. Most often veterinarians had only contact with the organic dairy farmers in cases of individual ill animals or acute herd health problems. Even though certain veterinarians experienced situations and approaches of animal health and welfare on organic dairy farms not meeting their standards, they were not always able to establish themselves an advisory role supporting farmers in improving this. Indeed, organic production principles, regulations and farmers’ health approaches challenged veterinarians’ values on animal health and welfare and their perceptions of ‘good veterinary practices’. Also, some veterinarians considered that there was no direct economic interest for them in the organic dairy sector and that could diminish their willingness to invest in this sector. Possible opportunities for improvement were identified; for example proposing more proactively advice via existing organisations, by making adaptations to advisory services for the organic sector and/or by dissociating veterinarians’ curative role from their advisory role in disease prevention