Purpose:　Food　sustainability　is　a　world-acknowledged　issue　that　requires　urgent　integrated　solutions　at　multi-levels.　This　study　aims　to　explore　how　food　firms　can　improve　their　sustainability　performance　through　digital　traceability　practices,　considering　the　mediating　effect　of　sustainability-oriented　innovation　(SOI)　and　the　moderating　effect　of　supply　chain　learning　(SCL)　for　the　food　supply　chain　therein.　Design/methodology/approach:　Hierarchical　regression　with　a　moderated　mediation　model　is　used　to　test　the　proposed　hypotheses　with　a　sample　of　359　food　firms　from　four　provinces　in　China.　Findings:　Digital　traceability　has　a　significant　positive　impact　on　the　three　pillars　of　sustainability　performances　among　food　firms.　SOI　(product　innovation,　process　innovation　and　organisational　innovation)　mediates　the　relationship　between　digital　traceability　and　sustainability　performance.　SCL　plays　moderating　roles　in　the　linkage　between　digital　traceability　and　both　product　and　process　innovation,　respectively.　Originality/value:　This　paper　contributes　as　one　of　the　first　studies　to　develop　digital　traceability　practices　and　their　sustainability-related　improvements　for　Chinese　food　firms;　it　extends　studies　on　supply　chain　traceability　to　a　typical　emerging　market.　This　finding　can　support　food　sustainability　practice　in　terms　of　where　and　how　to　invest　in　sustainability　innovation　and　how　to　improve　economic,　environmental　and　social　performance.　©　2024,　Emerald　Publishing　Limited.