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PurposeIn the context of increased interest in the sustainability of food supply chains, this paper aims to assess perceptions of the relative importance of economic, social and environmental factors as they influence decision making by growers, merchants and retailers, using fresh potatoes in Britain as a case study.Design/methodology/approachFollowing exploratory interviews with key informants, a two‐staged survey of 240 potato growers, 17 potato merchants, and four retailers was carried out to assess perceptions of sustainability. Data analysis used a range of non‐parametric statistical methods.FindingsEconomic and related market factors associated with staying in business and maintaining competitive advantage were the dominant concern for all supply chain participants. Greater importance, however, is now given to social and environmental factors both as influences on decision making and as indicators of business performance. The social capital of the supply chain, as it describes relationships amongst participants, is an important moderator of business uncertainty. Environmental performance, measured in terms of the use of natural resources and the risk of pollution, is driven by a mix of compliance requirements and perceived market drivers.Research limitations/implicationsThis research design was constrained by limited access to objective verifiable quantitative data, in part due to commercial confidentiality.Practical implicationsThis paper confirms the relevance of sustainability criteria to measure and report supply chain performance.Originality/valueThis paper measures perceptions of sustainability as it affects business decisions in the supply chain. It confirms the need for a set of objectively verifiable indicators to guide and report supply chain performance.

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