With the large increase in transportation over the last decades and the associated negative impacts upon the environment and society, a more sustainable use of transport is a crucial policy issue. This analysis focuses on road freight transport of selected produce (carrots, cabbage, apples and pears) with the aim to appraise the sustainability of road freight transport of these for the Slovene market. To this end, we take into account self-sufficiency, import and export features, transport needs, produce origin and prices differences between domestic and non-domestic produce. The method used for obtaining transported quantities, exported from and imported to the county, was material flow accounts (MFA). Then we undertook an analysis of sustainability of road transport of produce where we considered the country's transport needs. The study finds that road freight transport for selected produce is not sustainable. Recognising the normative dimensions of sustainability, the role of social marketing in this context is explored and suggestions on how to promote more sustainable transport solutions advanced.