Case study : Animal welfare as a part of the DNA of BRF

It took 30 years for sustainability to be fully integrated in the business strategy of companies. Sustainability-related issues were historically seen as matters of corporate philanthropy, with the costs invariably accounted for on a public relations line under marketing. While the scope of sustainability-related activities was limited and often with little to do with core business, these activities were inevitably promoted with considerable fanfare. This thinking has changed. Today, an increasing number of top executives believe that the benefits of efforts to achieve sustainability far outweigh the costs, and that sustainability should be a core (or integral) part of business practice.