'I think this is where this lovely word "sustainability" comes in': Fruit and vegetable growers' narratives concerning the regulation of environmental water use for food production.

This article concerns UK commercial fruit and vegetable growers' narratives regarding the sustainability of water use for food production. In it we explore their perspectives on efforts by regulators to limit agricultural withdrawals of water from the natural environment in line with EU Water Framework Directive objectives, alongside their views on retailer sustainability commitments. Discourse analysis is used to investigate how the growers contested restrictive regulation, constructed their identities, portrayed other supply chain stakeholders, and conveyed their social relations with them. Using Erving Goffman's theory of frontstage and backstage performances, the implications for the growers' water management decisions and their internalisation of sustainability agendas for water are examined. Whilst the growers gave accounts of purposely misrepresenting their water withdrawal practices and their discourse illustrated significant polarisation between environmental and agricultural interests, their underlying commitment to environmental sustainability was ambivalent, with both anti and pro‐environmental attitudes expressed. The growers also frequently gave critiques of superficial sustainability in fresh produce supply chains. We argue that, given contemporary shifting definitions of agricultural identities, settings in which their construction is negotiated can provide windows of opportunity for conventional growers to engage in genuine pro‐environmental performances that may deepen their assimilation of environmental goals and commitment to sustainable water use. [ABSTRACT FROM AUTHOR]