After promoting environmental certification of companies in a chain perspective (Udo de Haes & De Snoo, 1996) now the agro-production chain is worked out as a case study. The role of the different links in the chain, such as agricultural producers, processing industry, wholesale companies and retailers is discussed. Also the role of consumers and authorities is described. For every company in the chain the advantages of a company based approach will be a better image and a guaranteed-sale and/or supply. In comparison with a product based approach (ecolabelling) the steering forces in the agro-production chain will be the retailers and not the consumers. Because consumers only get information at company level the approach is less dependent on consumers behaviour in the shop.