Translating climate ambition into action across agri-food value chains requires connecting mitigation opportunities to market incentives, financing, and producer capacity. Based on a quantified, private sector-led decarbonization trajectory, as well as research on trade between producer and consumer markets, this roundtable examines how market demands can support the implementation of climate measures. The discussion will present barriers to adoption, investment needs, and enabling conditions, generating practical insights for international cooperation, sustainable agricultural production, and food security.