With the increasing concerns of beef production being the first cause of Amazonian deforestation, the Brazilian beef industry has taken major steps in recent years towards a more sustainable production. In this very competitive market, producers, industrials and retailers are each acting at their own level for this common cause. The aim of this qualitative research is to find out how the interests of these stakeholders can be aligned. The literature review covers a brief history of sustainable beef in the country, main concepts associated and the role and perception of each of the stakeholders of the beef value chain. Selected case studies and interviews of the actors of a given supply chain highlighted that it is urgent to accord on common objectives and on a practical action plan to unify monitoring systems. If there is no price premium for sustainable beef products, production becomes more efficient and this translates into profitability gains after the initial investment is repaid. Moreover, this effort should include small players who need financial support and technical assistance to integrate new technologies in their business to be able to control their social and environmental impact.