Food supply chain networks are characterized by clouds of various partners providing required products or services to meet customer demands. The coordination of the SMEs (small and medium-sized enterprise) is a major challenge that food chain networks are facing. Delivering the right information to partners and providing semantic interoperability play key roles in effective coordination. This paper proposes an efficient framework to help these SMEs to easily negotiate and shape the profiles of the traceability information products. It tries to involve various tools to model the contexts of SMEs, and then adopt the concepts of mass customization to suggest optimal profiles for the desired information. In supply chain level, agents and governance boarders are supposed to negotiate and determine the profiles of needed information products. The customized information profiles are then employed to map and integrate various information sources to produce the required information products.