This article explores a collaborative initiative aiming to set standards for low-carbon practices in the Swedish food sector. Examining stakeholders’ comments and considerations during formative stages of standard development, the process is explained in terms of how it is influenced by discursive activity. Findings illustrate diverging assumptions and interests, but also how science partly bridges economic and ecological perspectives. However, while more critical arguments serve to validate the initiative, the resulting compromise does not question the canon of market discourse, including consumer sovereignty and the legitimacy of established economic interests. When acknowledging the role of consumers and mainstream business as causes to climate change, voluntary initiatives such as our case could, nevertheless, influence discourse through the spread of knowledge and awareness, and finally facilitate change in practices and acceptance for stricter regulation.