The multi – events of food alerts and food risks which occurred in a lengthy period and various locations, grows concern of consumers to question the safety of the food that they consumed. For food producers, occurrences of food alert forced them to review their supply chain to identify what went wrong in their supply chain. To do this, they need a good traceability system that capable in revealing the problems occurred along the chains. In general, a typical food supply chain is consists of farmers, middlemen, manufactures, retailers and consumers, which can be represent by cocoa – chocolate supply chain. This paper is the initial stage in identifying cocoa – chocolate supply chain and proposes a conceptual framework on its traceability system. Moreover, this paper aims at linking the traceability to performances of the chains as a driver to reach sustainability.