Yes / The complexities surrounding the supply chain logistics for perishable commodities within Bangladesh are extensive. Poor infrastructure, fragmented transportation and corruption compound the operational complexities within this emerging market. This case study analyses many of the day-to-day operational challenges and tensions inherent within Micro-Small-Medium Enterprises (MSMEs) forming the backbone of the Bangladesh socio-economic structure. The drive for transition toward greater levels of sustainability and corporate responsibility is problematic, affecting many levels within an extended and fragmented supply chain. The selected case study highlights the “lived in” geographical, environmental, economic and cultural factors that impact the ability of emerging market enterprises to remain profitable within emergency scenarios whilst transitioning toward a more sustainable model. This study, whilst detailing many of the tensions and critical issues facing MSMEs, highlights the benefits of direct Government intervention, criticality of a leaner and more efficient supply chain and reassessment of financial incentives to drive the transition to a more efficient and sustainable economy.