This study investigates how it is possible for food producers and retailers to strengthen their competitiveness by coordinating food producers' product development process and retailers' assortment building process. The theoretical outset is taken in Garud and Rappa's model 'Socio-cognitive model of technology evolution'. This model has been extended by theories on organizational identity, organizational fields, plausibility, and construction of meaning. Founded on a grounded theory approach the model was subsequently used for analysing the cooperation between Danish food producers and retail chains in four countries regarding trade in pork and pork-based products. The paper concludes with a number of recommendations directed at food producers.