This study investigates the implementation of Food Safety Management Systems (FSMSs) in agrofood firms across different regional contexts, focusing on the varying motivations behind their adoption in Europe and Latin America. The research aims to understand how these motivations influence the effectiveness of FSMSs in these distinct business environments. A questionnaire was administered to firms certified to the British Retail Consortium Global Standard for Food Safety (BRC-GS) in Spain and various Latin American countries. The data collected were analysed using multigroup structural equations modelling to examine the relationships between the firms' motivations and the degree of effective FSMS implementation in these regions.The findings highlight that the institutional environment significantly moderates these relationships. In the European context, ethical considerations play a crucial role in driving effective FSMS implementation. Conversely, in Latin America, commercial motivations are a more significant influence, with legitimacy reasons having a negative impact. This study is pioneering in its comparative analysis of FSMS implementation in European and Latin American agrofood firms. The insights gained contribute to understanding the behavioral dynamics of these firms within different economic and regulatory frameworks and offer a broader perspective on the evolution of food safety practices. This research has implications for policymakers and industry stakeholders in developing strategies tailored to regional characteristics and motivations.