waysto reach far-flung corners of the world for sourcing raw materials, pressures on sustainablepractices are more and more challenging. The big players of this sector are working hard tosell more products to more of the world, as their duty to the shareholders to boost profit, buton the other hand, many of the products that are highly profitable are also unhealthy, whatcan be a serious threat for their reputation.By embracing sustainability as strategy, JBS recognizes the need to dedicate its internalresources to understand the world in which it operates, so that it can respond accordingly.Muller-Christ & Hulsman (cited in Lopez 2007, p.172) suggest that, as sustainabledevelopment focuses on the sustainable use of resources, sustainability can be consideredas an extension of the resource-based view of strategic management.6Moreover, sustainability is about not only complying with the law in a due diligent way, but italso about taking account of societys needs and finding more effective ways to satisfyexisting and anticipated demands to build a sustainable business (Kotler & Lee 2005),providing enhanced goods and services for customers; building trust and credibility in thesociety (Frederick 2006).Organizational ContextJBS has plants installed in the world's 4 leading beef producing nations, Brazil, Argentina,USA and Australia, exporting for 110 countries. Its business is highly integrated, raisingcattle as well as buying from on the open market, selling fresh meat internationally and usingsome as raw material in its prepared meats business. Edible animal byproducts such asskin, internal organs and blood also play a role as raw materials. Byproducts are whollyrecycled by its rendering operations into tallow, feed additives and other products.JBS plants receive meat from a variety of sources, including JBSs own farms and livestockfrom the open market. The animals are slaughtered at local farms and than transported toJBSs plants, where the quality control takes place. Quality management is one area that isconstantly being improved as new procedures and new technologies become availableregularly. However, rural activities seem to be inefficiently inspected, monitored andsupported.According to De Witt & Meyer (2010), organizational context refer to situations of disorderthat are often a prerequisite for strategic renewal.7JBSs PurposeAccording to De Witt & Meyer (2010) the organizations purpose have significant impact onthe role of society; therefore it is an important topic that should be considered before movingon to strategy process. Organizational purpose can perform as a fundamental principleagainst which strategic options can be assessed, as it stimulates strategy activities. Tzu(2005) suggests that in todays business world the assessment of the situation needs to beconduct before the plan to avoid people working on the wrong direction.JBS is built on the principles of excellence, planning, determination, discipline, availability,honesty and modesty and for over fifty years these principles have conducted the companyto the right thing (Sustainability, present in al our operations, 2012). JBS is embracingsustainable initiatives as a strategy not only to gain competitive advantage, but also to berecognized by the society for promoting long-term value creation in its business activities.According to Kurucz et. al (cited in Crane et. al 2008) there are four categories of benefitsthat firms may achieve from sustainable initiatives: cost and risk reduction, gainingcompetitive advantage, developing reputation and