Most supply-chain research focuses on manufactured goods supply chains. This paper aims to fill a gap in the literature by exploring the downstream information flows in a New Zealand sheep-meat supply chain. It identifies stakeholders and the nature and efficiency of their information exchanges. Results show that important information is generated in several tiers along the supply chain but this information is not always shared and opportunities for increased supply chain competitiveness are lost. The lack of information sharing is explained by the unwillingness of partners to commit to tight contractual agreements, the lack of adequate technological infrastructure, and the absence of regulations mandating certain information.