Traceability is becoming a condition for doing business in European food markets. Retailers are adopting standards that are more stringent than what is mandatory. An example is EurepGAP, a quality standard for good agricultural practices that includes traceability as a main requirement. We analyze EurepGAP implementation in the Portuguese pear industry and find that implementation cannot be distinguished from sales to British supermarkets. Discrete choice models show the odds of traceability adoption increase with farm size and previous compliance with quality assurance schemes, while farm productivity has a negative impact on the probability of adoption.