In September 2013, seven EU level associations representing actors in the food supply chain have launched a voluntary initiative with the objective to promote fair business practices as a basis for commercial dealings. The seven EU level associations involved in this Initiative represent the food and drink industry (FoodDrinkEurope), the branded goods manufacturers (AIM), the retail sector (the European Retail Round Table (ERRT), EuroCommerce, EuroCoop and UGAL), and agricultural traders (CELCAA). Across Europe companies from all sectors along the food supply chain can sign up to the Initiative and commit themselves to obey 10 Principles of Good Practice. The Initiative aims to generate a culture change through the commitment of signatories to fair trading practices coupled with measures aimed at integrating the Principles of Good Practice into company day-to-day operations and at controlling their application.