Traceability is considered as a solution to the state of uncertainty related to the agro-food crisis of these last years. Here, we focus on traceability in the Tunisian date sector in which it is deployed through a strategic managerial approach and considered by us to be a managerial innovation undergoing a phase of adoption. Validation of this hypothesis is provided by a study carried out on three Tunisian export firms. The results provide determinants of the adoption of traceability based on Rogers’ theory of diffusion and adoption of innovation and stakeholders’ theory. The results also show that information and communications technologies are just supporters of this management approach.