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Private standards and certification schemes are widely acknowledged as playing an increasingly important role in agri-environmental governance. While much of the existing research concludes that these mechanisms consolidate the global extension of neoliberalism – enhancing the power of corporate actors to the detriment of smaller producers – we argue that this overlooks the complex ways in which standards are used by governments and farmers in the governing of farming practices. Focusing specifically on a process standard – Environmental Management Systems (EMS) – promoted by the Australian government as a way of verifying the ‘clean and green’ status of agricultural exports, we examine how one regional group of producers has sought to use EMS standards in practice. Our analysis of a case study in the state of Victoria appears to confirm that EMS was a successful instrument for the extension of …