The European Food Sustainable Consumption and Production Round Table, which has gathered European food chain partners, policymakers and civil society to collaborate on environmental sustainability for the first time, is mainly oriented to the promotion of infonnation and communication to enable informed consumer choice (FoodDrinkEurope, 2012). Sustainability criteria and targets could be introduced to existing reformulation platforms. This includes clear and enforced “rules for the game” in relation to the legal and regulatory environment governing green innovation for the protection of ownership rights. Many agro-food firms share process innovations through joint ventures or licensing agreements in order to grow their business and this propensity can be encouraged if the barriers to inter-firm co-operation in the development and use of new technologies are low.