Working on the image of beef sustainability: the Carne do Bem initiative

The beef chain is a target of several criticisms both in Brazil and abroad. It has been characterized by an image of environmental destruction and negative social impacts, while in fact, it has numerous practices, technologies and initiatives that work to boost the balance between production, food supply and environmental conservation. This case uses the Carne do Bem project to demonstrate how it has created an initiative to achieve a purpose to demystify the beef chain, based on data and scientific reports. The case discusses: (1) the main numbers and information that illustrate the beef chain’s sustainability; (2) the pillars where the project was developed; (3) how the initiative came about and was put into practice, as well as its operational management; and (4) invites readers to reflect on the next steps and different applications that this idea can benefit. The study is aimed at specialists and professionals in agribusiness who seek to improve the construction of the positive image of the sector, chain, company, or product through the development of communication plans.