Carbon footprints are an important tool providing insight on the environmental impact of an entity, but this case study is focussed on the role that a carbon footprint analyses can play in providing feedback to farmers on their farm productivity.
There is often a gap between what is known and what is practiced. It is called the knowing-doing gap and I think this gap is especially prevalent in agriculture.
I feel that sustainability as a word and term has been thrown around lately as a buzz word that people are impressed by, but do not actually understand. Part of the problem is that sustainability is used to describe a large variation of things.