The role of environmental certification in the agroecological transition of plantbased sectors

We analyse two supply chain strategies that traded farm production under environmental certifications, notably through the French High Environmental Value certification, to build a more sustainable supply chain: that of a primary processing company (Roquette) on plant-based proteins, which relies on the international Sustainable Agriculture Initiative standard for sourcing peas from agricultural storage organisations, and that of the d’aucy cooperative brand of the Eureden group used to develop its ‘Bien Cultivés’ (‘Well Grown’) range of vegetables and legumes. These supply chains are based on production contracts between cooperatives and their farmers. Using a functionalist approach to analyse the innovation activities carried out, we examine how these strategies facilitate collective learning that contributes to the agroecological transition beyond their market segmentation strategies to meet consumer expectations. These cases reveal an open, gradual transitional process in the redesign of farming systems that is enabled by pioneering farmers who are willing to change and better remuneration throughout the value chain