Voluntary Sustainability Standards (VSS) have since long been used and referred to in the context of the evolving global sustainability and development agenda(s), such as the 1992 Rio Earth Summit's Agenda 21 or the United Nations Millennium Development Goals (MDGs) introduced in 2000. Discussions on the instrumental value of VSS in contributing to global development, however, have gained new ground since the adoption of the Sustainable Development Goals (SDGs) and 2030 Agenda for Sustainable Development in 2015 (UN GA, 2015). More and more VSS schemes and organisations refer to the SDGs in their official communications, 1 UN reports point to potential linkages, 2 and while VSS are not explicitly mentioned in the 17 SDGs, 169 targets and 244 indicators, they have made their way into (sub)national SDG implementation strategies. The 2016 Sustainability Strategy of the German State of North Rhine-Westphalia, for instance, includes a target to increase the market share of products labelled as organic (MKULNV, 2016, p. 37). 3 Can VSS, or in other words, voluntary sets of "criteria defining good social and environmental practices in an industry or product" (ISEAL, 2015), contribute to the implementation of a framework as universal and ambitious as the SDGs? The 2030 1 See, for example, ISEAL and WWF (2017), "How Credible Standards Can Help Companies Deliver the 2030 Agenda"; ISEAL is a VSS umbrella organisation. One of the earliest of such publications came from Fairtrade International (2015)-"Sustainable Development Goals and Fairtrade: The Case for Partnership". 2 See, for instance, UNFSS (2016), "Meeting Sustainability Goals: Voluntary Sustainability Standards and the Role of the Government". 3 In an earlier draft of the strategy, the target was to increase the market share of Fairtrade and similarly labelled products; the final version only refers to EU Organic Certification (a public VSS).