This case study focuses on the Skylark foundation: an organisation that unites arable farmers,food processors and stakeholders in the supply chain to stimulate a joint effort to improvesustainable arable farming. In total 388 arable farmers are member of the foundation, man-aging over 45.000 ha (8,7%) of arable land in the Netherlands (Annual report 2015). An indi-vidual sustainability plan is the core element used by Skylark members in realising and com-municating sustainable arable farming. Unlike what the name seems to suggest, Skylark doesnot specifically focus on the conservation of the skylark, but rather on sustainable land man-agement. In summary, the Skylark approach is interesting as governance arrangement, and asprivate initiative it is relevant in the search for innovative governance arrangements. Interest-ing features of the approach are the focus on intrinsic motivation, tailor-made sustainabilityplans, social learning among farmers, the involvement of food processing industry, and theattempts to get recognition for the farmers’ sustainability efforts in CAP greening.