In a time of intense global debates about the future of agriculture, the trade in animal protein, and sustainability, with the Mercosur-European Union agreement and COP 30 on the agenda, trust is built with actions, not just words. Here at Agropecuária Vista Alegre and Better Beef, we believe that leadership and trust are earned through daily practice, not just talk.
From established practice to strategic expansion.
Opening our doors is nothing new for us. For years, we have welcomed Brazilian clients and international delegations who come to learn firsthand about our operations, processes, and commitments. This routine transparency is a fundamental part of our culture and the trust we have built with our partners over the years. But recently, we took it a step further: we decided to expand this practice to the international media as well.
Thus, in the context of discussions about the future of global animal protein production and trade, we opened our doors, without restriction, to a major reporting team from the French media. In a scenario where caution might dictate silence, we chose to broaden the dialogue. Where others saw risk, we saw an opportunity to reaffirm, to an even larger audience, who we are, what we stand for, and how we do it.
Quality you see, feel, and trust.
Our brand positioning, “Quality from start to finish that you see, feel, and trust,” is not just a slogan. It’s a commitment lived daily and demonstrated with every visit we receive. The most important part of this promise is the “seeing.” True trust is born when there is nothing to hide. Our decision to expand this openness to international media is the natural evolution of this belief. We believe that the superior quality of our processes and the care at every stage give us the peace of mind to be transparent, even under the most critical scrutiny.
Leading by Example: Sustainability and Responsibility
Doing this at the epicenter of discussions about the Mercosur-EU agreement and the COP 30 climate agenda was not a coincidence, but a statement. While the world debates the future of food production, we demonstrate, in practice, our commitment to a sustainable future. We are proud to always do the right thing and not the easy way, guaranteeing the best product for the consumer without neglecting the environment and animal welfare.
For us, there is no contradiction between large-scale production and caring for the planet. There is innovation, technology and, above all, responsibility. That is the essence of our mission.
Vista Alegre Agribusiness and Better Beef: Feeding today. Caring for tomorrow.
This initiative reinforces our greater purpose. “Feeding today” means delivering an excellent, safe, and unquestionably high-quality product. “Caring for tomorrow” means doing so in a way that guarantees a prosperous future for the next generations, with respect for natural resources and our production chain.
By expanding our transparency practices to the international media, we are not just showcasing an operation. We are demonstrating our values in action. We are showing that Brazilian livestock farming can and should be synonymous with quality, transparency, and sustainability. And we are proud to lead this movement.
