Nowadays many debates are going on that relate to the agricultural and food sector. It looks as if present technological and organizational developments within the agricultural and food sector are badly geared to societal needs and expectations. In this article we briefly present a toolkit for moral communication within the food chain. This toolkit is developed as part of a European research project. Next, we discuss what such a toolkit can bring about, given the characteristics of the present day agricultural (...) and food sector and its wider context. We defend that the toolkit can be seen as one of the mechanisms that can help enterprises in the agricultural and food sector to be accountable. It should, however, be complemented with other mechanisms, first, to empower the wider public and, second, to stimulate a dialogue, on a more equal footing, between public authorities, citizens, and economic actors. (shrink)