Food value chains actors market products to the end-consumer but most of the time their goals and are strategies not aligned, in particular on sustainability. Today in a context of global warming, resources depletion, and social struggles, it has a special importance for a value chain to prove its commitments and reevaluate its brands image towards the end-consumer and citizen. This case is about the French pork value chain, spanning feed production to food consumption. The study shows that assessing the sustainability performance is a first step in order to then enhance the value chain sustainability and the importance of actor negotiation in finding trade-offs among solutions proposed. From an average value chain, the authors designed and envisioned several improvement scenarios at various steps of the value chain that can be assessed thanks to various sustainability-specific tools. The set of retained sustainability indicators was tested as a support with the actors of the value chain and the results can be the starting point of a reflection to go towards a joint arbitration and a will to share the potential added value brought by the new scenarios.