This data suggests that Rovins (2005) call for universities to
be at the vanguard of the sustainability agenda is premature. As Fig. 1,
illustrates, organisations could have a range of stakeholder needs to
serve. For example, universities have a range of target markets: on the
one hand, sustainability advocates represented by corporate clients
and parents of students; and on the other, staff and students who
want cheap and available food.
Fig. 1.