In a remote corner of the Amazon, farmer Lacir Soares is promoting sustainable cattle rearing that doesn't affect deforestation, and follows the new forestry laws environmental regulations.
Cattle ranching has driven deforestation, and many consumers of meat were concerned the meat they were buying and eating from supermarkets was helping to fuel the deforestation of the Amazon.
Field rotation and genetic improvement of cattle as well as better pastures help Soares produce more in his farm without damaging the forest.
Brasil is the worlds largest beef exporter, with 20% of beef exports coming from the Amazon region. However it also leads in low productivity, with one cow per hectare. Soares has managed to feed 2.3 head per hectare due to more sustainable methods.
A large portion of the rainforest either cannot be accessed or access is difficult, so it is relied upon satellite maps updated almost in real time to monitor where illegal logging is happening.
Marfrig (Brasil's 2nd biggest meat processor and distributor) has also made the jump to sustainability. It has joined forces with Walmart and The Nature Conservancy to turn local farms into environmental and economic models of meat production, which can then be applied across the Amazon. Soares farm is an example of this plan working effectively.
Gucci has also launched a bag made from leather from the Amazon, but which has the environmental sustainability certification.
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