Market-oriented cattle traceability in the Brazilian Legal Amazon

The purpose of this paper is to note the importance of market orientation in agribusiness and to describe the relevance of market-oriented traceability in the export of beef from the Brazilian Legal Amazon, one of the most scrutinised areas of the world in terms of environmental risks. The study is of a descriptive nature and it uses bibliographic references and secondary data to discuss bovine traceability in the context of deforestation of the Brazilian Legal Amazon and its consequences for international beef trade. Analysed data include those related to the Amazon Region and the following aspects are considered: deforestation dynamics, consumer demands, the volume of exported meat and traceability as a prerequisite for meat export based on the market orientation theory. The results indicated that, according to market orientation, beef certification is a prerequisite for meat produced in the Brazilian Amazon Region for maintaining and expanding a sustainable share of the international markets without the burden of presumptive deforestation. The findings markedly affect primary beef production in the region analysed and the local production systems are forced to adapt to the demands of consumers who are anxious to be assured that the environmental footprint of livestock produced is mitigated worldwide, particularly in the Brazilian Amazon. Concerns regarding the environmental impact of animal production are crucial in the promotion of sustainability of agriculture production, furthermore the major drivers of sustainability in agriculture are the demands of the food market.