Dedicated to my family, the one I was born into and the one I gained along the way.You give me hope that we can do better.First of all, I would like to thank my daily supervisors, Stefano Pascucci and Valentina Cristiana Materia, for their endless advice, constructive criticism and contributions. You have been extraordinarily supportive, both scientifically and personally. I would also like to thank my promotor Jacques Trienekens for being the calm, steady hand guiding us through a tumultuous process. More of my gratitude goes to Peter Tamas for being my most (entertainingly) critical advisor. You made me a better scientist, while constantly making me laugh through our cynicism. Thanks also go to Ruth de Jong who not only contributed to the data collection but who was also a great sparring partner to me. Finally, I would also like to thank Ardinesh Kambanje, Alice Bischof, and all my other fellow BMO PhDs, with whom I have shared an office, a corridor and many inspiring conversations, and Mufty Hasanov for the inspiration for this book's title. However, while my work was supported by many in an academic sense, a PhD is not a purely academic endeavour. The support I have received in my personal life was at least equally important. I would not have made it through this process if it weren't for my family, both old and new. Firstly, I need to thank Percy Cicilia Jr. You were always there for me, through the hardest and the best of times. Your friendship of more than a decade made this possible. I also want to thank Maddy Young and Kiki Cappello for being my dearest friends these past years. The three of you, alongside many other friends and the Wageningen salsa community, kept me sane throughout this process. Finally, I thank my parents, Burkhard and Valérie, for endlessly supporting me and believing in me, and my sister Lea for keeping my feet firmly planted on the ground. Lastly, I would like to thank my lovely niece Ida for reminding me why this work matters and what we are fighting for. Policy and practice-oriented implications 2. Goal frames and sustainability transitions: How cognitive lock-ins can impede crop diversification 2.1 Introduction 2.2 Sustainability transitions and lock-ins 2.3 Conceptual framework 2.4 Data and methodology 2.5 Findings 2.6 Discussion 2.7 Conclusions Appendix 2.1: Farmer overview 3. Understanding the role of value chain formation in the scaling of crop diversification practices 3.1 Introduction 3.2 Conceptual framework 3.3 Materials and methods 3.4 Findings 3.5 Discussion 3.6 Conclusions Appendix 3.1: Case study descriptions 4. Can contract farming support sustainable intensification in agri-food value chains? 4.1 Introduction 4.2 The role of contract farming in the adoption of sustainable intensification practices 4.3 Study context and methods 4.4 Results 4.5 Discussion 4.6 Conclusion Appendix 4.1: Sampling Appendix 4.2: Attitudinal scales 5. Discussion and conclusion 5.1 Summary of results 5.2 Synthesis and conceptual reflections in the context of adoption and transition research ...