Abstract
Abstract Founded in 2016, the Mato Grosso Meat Institute is an autonomous social service formed by representatives of the farm production sector, of the industry, of society and of the state government to promote the meat produced in the state of Mato Grosso, one of the most important states for Brazilian agriculture and livestock production. Despite several promising projects in the pipeline on the topics of information sharing, sustainable insertion of smallholders and other, IMAC still has not reached a protagonist role in Mato Grosso beef chain. With several changes and trends emerging in consumer food behavior, its president (Caio Penido), is still looking for the best strategies to improve Mato Grosso’s competitive advantage and align all the agents involved to fulfill IMAC’s “vision for the chain”. The Teaching Note to this Case Study is available on request via e-mail to ifamr@ifama.org
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