At the end of the 1990s European retailers had significantly contributed to restructuring fresh agricultural product food chains (meat, fruit and vegetables), and had turned away from spot markets in order to create their own supply chains, based on private technical requirements and verification systems usually managed from within the firm. However, over the last few years a second type of system has appeared, as the range of standards adopted by retailers has been broadened to include generic standards common to several retailers. A telling example of this new approach is provided by the EUREPGAP protocol. In this paper we propose a theoretical analysis of this new procedure and its possible impacts.