This paper presents the analysis and findings of research of communication systems in the pig-pork-bacon supply chains. The focus is on ethical concerns, sustainability and traceability systems. While still increasing, pig production in Denmark has consolidated in recent years, although environmental regulations limit farm size. More than 95% of pig production is slaughtered through two producer-owned co-operatives, with the largest, Danish Crown, accounting for 90% of the slaughter (DS, 2005). A traceability system has been introduced in the pig-pork sector, and the main objective of this system is to be able to trace and isolate all potentially affected hogs in the event of a disease outbreak. The traceability system is reactive in nature and is not intended to convey information proactively to end consumers on safety, production practices or the quality of the final product. It is possible to trace each carcass from the cooling room back to the farm. Once the carcass is cut up, however, final cuts cannot be traced back to the farm of origin. In this paper we will provide an overview of the supply chains and their developments into present form. We also present some of the main ethical concerns in the sector. Obviously, animal welfare is a central ethical concern in the pig-pork-bacon chain, but sustainability and working conditions will also be discussed. Finally, we will discuss the implications and perspectives of the research for traceability and ethical traceability.