This chapter examines the topic of supply chain transparency from both a practice and an academic perspective. The authors’ work with Goodio, a Helsinki-based craft chocolate maker, is used as the basis of discussion. To create a transparent supply chain requires a company to both disclose information to consumers and gain visibility into its supply chain. We explore both topics in this chapter. First, regarding the disclosure of information to consumers, we overview an online consumer study the authors conducted with Goodio to test consumers’ valuations of transparency. Second, to illustrate the challenges of supply chain visibility, we present examples from practice of innovative methods companies are using to gain visibility into their supply chains. We conclude the chapter by outlining potential future research directions for the topic of supply chain transparency.