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Practising sustainable business in the wine industry requires addressing social, economic and environmental goals. This paper focuses on the process of addressing tensions and paradoxes amongst these goals at the different levels of the service ecosystem in the Italian sustainable wine industry and on the platformisation role at the meso level. The study adopts a qualitative approach based on 23 in-depth interviews with associates of Le Donne del Vino. The collected data were triangulated with those derived from participatory observations and the analysis of secondary data. The study's findings reveal that the presence of an organisation at the meso level activates the harmonisation of value co-creation within the service ecosystem. This is achieved by intervening in the four different paradoxes, namely, belonging, learning, organising and performing, which emerge from the adoption of a sustainable approach. [ABSTRACT FROM AUTHOR]