The purpose of WP3 is to improve understanding of determinants of private food standards, where do they come from, what drives their implementation and what is the interaction of private/public standards. It will look into supply chains not only in economic models, standards and analyze the role of market power and institutional constraints. It will analyze the role of the post-farm food chain for environmental sustainability metrics, and analyze firms’ strategies in food innovation and reformulation and their responses to nutritional policies.