After a relentless lobbying by Greenpeace, four of the world’s biggest meat companies agreed to stop buying cattle from farms carved out of the Amazon rain forests. The companies, Bertin, JBS-Friboi, Marfrig and Minerva, agreed to take a long-term look and support Greenpeace efforts. Not unlike the diamond trade, the companies agreed to better scrutinise their supply chains. Brazil’s reaction remains to be seen. President Lula’s government is pushing for action to stop deforestation of Amazon basin, but also cannot deny some of the economic realities: there is big money to be made in the Amazon and you ignore it at your peril.