This empirical study presents a combination of insights from corporate sustainability practices, supply chain management, and innovation literature, and a case study to discover new understandings on factors influencing firms to incorporate sustainable innovation initiatives into their supply chain practices. There is an apparent lack of literature in this field due to its modernity and evolving nature. Also, there is a lack of insights into how firms could translate sustainable innovation initiatives into practice. This study addresses this gap by examining a successful glass recycling company through the lenses of sustainable innovation context and the Global Reporting Initiative G3 Guideline framework. Primary data are collected through observations and in-depth interview before it is coded and analysed using nVivo. The findings show that sustainable innovation practices are mainly directed at improving the technological processes, resource sharing, and reduction of production cost among supply chain partners. A conceptual sustainable innovation framework is also proposed. This study contributes to sustainable innovation literature by providing insights into the evaluation of a firm's innovative sustainability efforts.