It is in the Brazilian wetlands (Pantanal), in one of the world’s richest and best preserved biomes, that cattle raising finds the true meaning of the word sustainability. It is in the midst of birds, streams, and beautiful landscapes that the region’s farms produce a high-quality meat in industrial volumes, and more importantly, without harming nature. The state of Mato Grosso do Sul, which harbours a great portion of the Pantanal, has one of Brazil's largest cattle herds with over 20 million heads. Nonetheless, the regions still preserves 87% of its native vegetation.

An example of the Pantanal farmers’ commitment with the environment is the partnership between Brazilian Association of Organic Beef Cattle( Associação Brasileira dos Produtores Orgânicos – ABPO) and WWF Brazil. Cooperation efforts began in 1998 and already cover 100 thousand hectares of production. “As cattle raising is the area’s key productive activity, we decided to join producers in order to find a sustainable solution for raising cattle in the region,” asserted WWF’s Ivens Domingos. “Organic certification has very clear and auditable environmental and social criteria. In this manner, producers are able to evidence that this productive system respects the environment.”