Food retailers and manufacturers are increasingly committing to address agricultural sustainability issues in their supply chains. In place of using established eco-certifications, many companies define their own supply chain sustainability standards. Scholars remain divided on whether we should expect such company-led programs to affect change. We use a major food retailer as a critical case to evaluate the effectiveness of a companyled supply chain standard in improving environmental farm management practices.

Importance for organic and chemical free food consumption is growing rapidly. Consumers are ready to pay more money to get a quality food. Farmers need to hold this entrepreneurial opportunity to fasten economic empowerment. One such efforts done by a farmers’ interest group was studied in this perspective. Formation and conduct of the group along with the group dynamics of the group members was studied and presented in this paper.