The literature on environmental policy shows that institutional arrangements are key factors in designing effective environmental policies. Grass root collective action has been advocated as a possible solution for the provision of agro-environmental public goods. Building on this literature, we present a case study using a well-established theoretical framework emphasizing the role played by collective action in maintaining high quality production in a context of severe information asymmetries. We observed that several already known collective action features can be found in this successful experience. Maintaining such form of co-operation would help the chain to face the future challenges of the agricultural sector