In the past, the focus on blockchain-technology was on increasing transparency for increased sustainability in the agri-food industry. However, scholars and practitioners have only recently thought about the influence and role of blockchain use on increasing the industry's trust through transparency. Blockchain-technology has been proposed as an innovation to address actor’s trust issues and marketing challenges in sustainable product chains. This paper adds to this growing body of work by examining the role of blockchain in building trust with an explicit focus on the sustainable agri-food industry.