The private sector, in particular industrial processors and retailers, uses GAP with a view to attaining quality assurance, consumer satisfaction and profit in the production of safe and high quality food along the food chain. These efforts increasingly incorporate sustainability criteria in response to consumer demand. Examples include the EUREPGAP generic Codes of Practice for fresh produce, combinable crops and livestock; the Sustainable Agriculture Initiative (Unilever, Nestl�, Danone and others); and, the EISA Common Codex for Integrated Farming. Unilever has developed more specific �sustainable agriculture indicators� of achievement for specific crops and locations. The promotion of GAP by food processors and retailers can facilitate the adoption of sustainable agricultural practices by creating incentives through potential value-added opportunities for farmers.
NGOs are also working to address good practices, in particular for food crops. For example, the Better Banana Project, managed by a coalition of non-profit conservation groups and coordinated by the Rainforest Alliance promotes sustainability by certifying banana farms based on nine guiding principles. These address - among other elements - production practices, wildlife protection, and worker safety.