This Case was used at the First Sustainability in Agribusiness Case Competition held by the College of Management and Economics, at the University of Guelph on March 16-17, 2012. Other than for the 2012 competition the case has remained confidential. Part 1 was used in the eliminatory round; Part 1 and Part 2 were used for the final round of the competition. This submission to the 2014 Igls Forum is the first formal submission of the complete case. The author wants to acknowledge the contribution of colleagues who discussed a much earlier version at the 5th International European Forum (Igls Forum) on System Dynamics and Innovation in Food Networks, Feb. 14-18, 2011, Innsbruck-Igls, Austria.