The quality assurance (QS) standard has achieved a widespread acceptance in the meat sector and already forms an
appropriate framework for safe production and efficient traceability. We have found empirical evidence that the company currently evolves from a classical certification standard owner to a supply chain coordinator. As central conclusions of our case study we can stress the following perspectives for the red meat sector in general, especially if QS further expands its scope of coordination. 1) more efficient and flexible response to market changes; 2)integration of heterogeneous IT, process and quality assurance standards 3)assurance of access to export markets and expansion of export opportunities 4) complete and efficient traceability across stages 5) creation of problem awareness and collective problem solving 6)reduction of opportunistic behavior; 7)improvement of food quality and safety; 8) professional PR and food crisis management; and 9) sustainable re-establishment of consumer trust.