Navigating sustainability paradoxes: Unveiling the dynamics of transformative change in the food industry

The sustainability transitions literature suggests that individual firms struggle to move toward sustainability unless the broader socio-economic system also evolves. Despite firms' willingness to change, existing systemic challenges often impede their progress. This paper employs paradox theory to address this struggle and examines how firms balance economic and societal concerns in their transition from business thinking to sustainability thinking. Based on a qualitative case study of the food industry's collaboration initiatives on food waste reduction and prevention in Norway, the study identifies the systemic challenges and sustainability paradoxes that the industry faces. We find that the firms' efforts to reduce food waste collide with established food industry agreements, standards, business strategies, regulations, and agricultural policies, impeding a systemic and structural transformation of the industry. The paper discusses how the food industry may navigate these challenges collectively and draws implications for the sustainability transitions literature. Primarily, the conclusions signal a need for governance and incentive structures at the system level beyond the action space of individual firms, and secondarily, illustrate how such governance approaches to sustainability transitions are sector-specific and geographically embedded.