Using the Danish broiler sector and an ongoing food quality project as a case study, the paper provides a dicussion of how new food safety and food quality standards might be implemented. In the paper the design of new payment schemes is seen as an important part of the realignment of the poultry supply chain. The basic principles of such a new scheme is outlined and suggestions for a redesign of the incentive structures are discussed. Furthermore economic and organizational issues, related to the structural realignment of the supply chain raised by the development and implementation of a chain-wide HACCP system, are discussed. It is concluded that successfully implementation of HACCP principles in a sector as a whole, not only is a matter of describing procedures and formulation of sanitary and safety requirements.