Adoption of voluntary sustainability standards in Australia's agri-food systems: primary producers' challenges and opportunities

As awareness of the environmental and social impacts of agri-food systems grows, the adoption of voluntary sustainability standards (VSS) is promoted to encourage sustainable farming practices. However, the adoption of VSS remains limited. There is also a limited understanding of the factors influencing producers’ decisions to adopt or not adopt VSS. This case study aimed to identify agri-food producers’ (1) motivations for (not) adopting VSS, (2) diverse perspectives on drivers and barriers affecting adoption in Australia, and (3) perceived risks of not adopting VSS in the future. We interviewed 254 producers across the Australian horticulture, red meat and seafood sectors. The results revealed key factors influencing VSS adoption including reputation, economic incentives, regulation, farm management, trust, and perceived sustainability outcomes. While adopters consider VSS as valuable for improving their reputation and economic return, wider adoption requires further support. Simplifying certification processes and stronger evidence of economic benefits are needed.