This chapter investigates how sustainable practices interact and co-evolve with sustainable marketing initiatives. The research is based on an international survey of fifteen case studies of institutional innovations in linking sustainable agricultural practices with markets. We explore how farmers and organisations are moving toward more sustainable practices through the collective mobilisation of participants, technologies, resources, and capacity building. Each of the cases illustrates a unique approach to creating linkages to markets, such as the use of international standards, direct and institutional marketing techniques, and culinary education. We find trends in the linkages between the socio-technical controversies that spurred the innovation and the form of the institutional innovation. Initial results point to the importance of charismatic leadership, constructing a common vision for sustainable agriculture, and building collective commitments among actors, as is common in social movements. While the focus of many market arrangements is on building local networks, we find the influence of international value chains in each case. This suggests that both community and international dynamics influence the development of institutional innovations in developing countries.