Deep structural and sustained change is necessary to tackle contemporary environmental challenges. How such change emerges and can be governed has been explored through the notion of sustainable innovation journeys. To date research had conceptualised such journeys as transitions to more sustainable socio-technical systems, e.g. mobility, shelter, food and farming. However, there is a paucity of how innovation proceeds in firms as part of sustainable innovation journeys. This paper begins to address this gap in knowledge. A longitudinal case study was completed of a medium sized food processing firm in the UK.Qualitative data were collected using ethnographic methods such as participant observation.Drawing on practice theory, a conceptual framework was developed which enabled us to explore and make sense of the Firm's sustainable innovation journey conceptualized as practices. Findings show that we can usefully treat a firm as a flow of practices that either resist or otherwise accommodate new practices deemed more sustainable. Previous studies framed by the journey metaphor explored the dynamics of product innovation in discrete organisational entities ( Van de Ven, et al., 1999). In contrast sustainable innovation journeys have been studied at various scales including societies, sectors and nations in order to identify policy lessons for management (Geels et al., 2008). Also in the context of structural change to resolve contemporary environmental challenges the term 'sustainable' has been used to recognise that in order to address contemporary environmental challenges, innovation needs to be sustained for long periods of time -decades rather than years ibid.In terms of characteristics, research suggests that sustainable innovation journeys arelikely to be open and uncertain, full of search and exploration processes, twists and turns to be explored and involve actors navigating, negotiating, and struggling their way forward and sometimes backward (Van de Ven et al., 1999;Geels et al., 2008).Also and importantly, actors involved in such journeys may not know the final Importantly, proponents claim that innovation processes conceptualised as systems of practices cannot be explained in terms of niche and regime dynamics which lie at the heart of TM conceptual apparatus, e.g. the MLP. Instead, such processes are primarily understood as the co-evolution of practices: practices of recruitment to ! 5! cycling and defection from driving. However, it is also recognised that opportunities to change such practices are somewhat dependent upon changes to the practices which constitute associated systems. In the case of mobility these might include practices of: 1) road building and maintenance;2) legislation and governing;3) manufacturing and retailing.Here authors draw attention to the need to understand how practices co-evolve across diverse locales comprising the different levels of the socio-technical system through which transition comes about. While patterns of recruitment to different mobility practices are...