I think ndemo is talking about the entire process of doing something by setting and observing standards like in the food value chain, to develop a sustainable market,like in the case of what restaurants sell,we have to look at the entire value chain:
Contracted farmers for example to observe things certain standards like variety,soil ph to determine fertilizer and good yield,
Post-harvest things like cold chain of how things are moved from the farm at certain temperatures to maintain certain quality,
Following certain standards or cooking styles across boards,
When you observe the three factors (conditional response),you will develop a certain culinary which will attract a sustainable market (due to unconditional response),
In short,if you set standards/rules through a formal market,you will attract a huge sustainable market,
Without Prejudice.