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This paper contributes to the conference and to the literature on sustainable entrepreneurship by developing a theory of ecological embedding. Ecological embedding is a process of transition towards a more intimate understanding of local biophysical environment, and towards practices that are more attuned to this environment. It is illustrated through the ongoing ethnographic study of several regenerative agriculture initiatives in Sweden, a highly affluent and industrialized country. Regenerative agriculture is a concept, which unites more natural agricultural practices that offer alternative to unsustainable agri-food systems. Entrepreneurs, and their enterprises, get more ecologically embedded as they learn to trust their senses; develop ethic of care for natural and built environment; commit themselves and their enterprises to places;  and as they regenerate ecological fabric of places. As such, ecological embedding entails transition both on the individual level of entrepreneur and on the level of an enterprise, which are inseparable from each other. The notion of ecological embedding opens up for several challenges and tensions that characterise both entrepreneurship practice and research. This and other implications for sustainable entrepreneurship are presented.