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Private forms of governance are a leading approach for transitioning economic sectors to more sustainable practices and technologies. While there is considerable research on how metrics and standards are developed in private governance initiatives, little is known about how such initiatives get their metrics and standards put into practice. This paper examines the efforts of two sustainability initiatives, Field to Market and the Stewardship Index for Specialty Crops, to foster a sustainability transition in US agriculture. We find that rather than directly trying to get farmers to implement sustainability metrics, they are working to construct sustainability assemblages. These assemblages consist of lead market actors, such as retailers and food companies, advocacy organizations, agriculture technology companies, and extension organizations. This paper examines the specific contours of these assemblages, the processes of building and maintaining them, and their implications for sustainability transitions. Our analysis indicates that the sustainability assemblages emerging in US agriculture tend to further empower lead market actors and channel sustainability towards incremental approaches.