PurposeThe paper aims to focus on traceability as part of information management in the fruit supply chains of Emilia‐Romagna, Italy. A review of the rules in use for traceability distinguishes between baseline traceability and traceability plus (T+), which encompasses many further embedded value attributes.Design/methodology/approachThe paper takes the form of a qualitative study involving in‐depth interviews with key informants in the Italian fresh produce chain.FindingsFindings are discussed in terms of different themes including identification of three distinct types of supply chains and the impact upon them and categorisation of traceability systems across the different chains. Identified are the impact of information systems management; purchasing management; product management transaction costs; and co‐ordination issues.Research limitations/implicationsThe study's findings are based on Italian fresh produce traceability context only.Practical implicationsElements of competitive strategy are considered in the analysis of fruit supply chains of Emilia‐Romagna, to demonstrate that not only strategic, but also operative choices determine the way a single firm or supply network manages traceability and information issues. Applications of such elements to buyer and seller selection as well as to competing retailers of the fruit supply chain, verify the hypothesis.Originality/valueThe paper adds to the body of knowledge surrounding prior studies on the development of traceability systems and develops further the analysis of legal and value‐adding dimensions of traceability.