Amazon Cowboy Culture vs. Climate Goals: The Tension Between Bibles, Bullets, and Beef in Brazil

Yellowstone might have the most famous cowboy culture thanks to the hit TV drama. However, the real cowboy life in the 21st century is far different and takes place thousands of miles south in the former Amazon rainforest of Brazil. Here, ranchers face a harsh reality of depression, market pressure, and the need to protect their land.

Driving through Pará state, the toll of climate change is clear. The past dry season saw record droughts that dried up watering holes and left cattle emaciated. Dust swirled from the red soil as cattle trucks sped by on a road that connects two towns—Xinguara and São Félix do Xingu—home to both the world’s largest cattle herd and rampant deforestation.

Later this year, Pará will host the COP30 climate conference, a chance for Brazil to show it is working on tracking livestock emissions and reducing deforestation. This tracking system is due to launch in late 2026, but ranchers are skeptical. They see a wide gap between local needs and global expectations.

Historically, the first ranchers were hailed as pioneers for opening up new lands. But now, the climate crisis has taken a heavy toll on their livelihoods and reputations. Farmers find it increasingly difficult to raise cattle due to shifting environmental conditions, all while facing criticism for damaging a critical ecological system. Republican politicians, both in Brazil and the U.S., have gained support by aligning themselves with ranchers’ sentiments, often portraying them as victims in an overly regulated world.

Thaueny Stival, a ranch owner in Água Azul do Norte, describes a grim reality: “What is our biggest disease today? Depression.” He believes many ranchers are overwhelmed by changing perceptions of food production. In the 1980s, land clearing was encouraged by the Brazilian government, and now ranchers feel targeted for their past actions.

Many ranchers have invaded public lands without authorization, leading to deforestation that pushes the Amazon towards an ecological crisis. Once seen as heroes, they are now viewed as environmental outlaws.

Stival explains that ranchers are feeling the pressure of new regulations. “They see their assets fading away, and it’s pushing them toward despair.” He laments the uncertainties around land ownership and financial stability. In severe cases, some ranchers have tragically taken their own lives—a haunting reflection of the emotional strain they endure.

The role of ranchers in the economy has been under intense scrutiny. While they provide essential resources, they are often caught in a tug-of-war between local demands and international pressures for sustainable practices. Research conducted by the Climate Observatory reveals that areas such as São Félix do Xingu have contributed significant greenhouse gases through deforestation.

Brazilian ranchers also express frustration over international policies that favor foreign agricultural imports while punishing local farmers. The European Union, for example, has implemented a deforestation-free trade rule that raises compliance expectations on local producers.

Interestingly, some ranchers are embracing change. Mauro Lúcio Costa is at the forefront of this shift. His ranch adheres to stringent environmental standards while employing advanced farming technology. Costa has even developed a system to trace cattle origins, coming to the realization that market demands would eventually require such transparency.

The path forward for ranchers, however, remains fraught with challenges. The response to JBS, the world’s largest meat producer, offers a glimpse of the complexities in the beef supply chain. JBS announced plans for a new tracking system to ensure cattle are sourced from legally compliant areas. Yet concerns linger about the effectiveness of these measures.

Stival is hopeful but cautious about compliance deadlines. Like him, many ranchers see that while change is necessary, the scale of illegal deforestation and bureaucratic confusion makes progress slow. Many still feel the weight of historical land invasions, which complicates their relationship with regulatory bodies.

Cristina Malcher, representing ranchers in agriculture, believes that the new rules favor large corporations and undermine local ranchers’ profits. “JBS is like a cancer,” she argues, suggesting it is more concerned with appeasing international markets than supporting local livelihoods.

Change is coming, and ranchers who don’t adapt may struggle to thrive in the evolving landscape of environmental responsibility. As Malcher points out, the push for transparency isn’t going away – it’s becoming a part of rural production for the future.

In conclusion, the future of ranching in the Amazon will be determined by a combination of global demand for sustainable practices and the willingness of ranchers to adapt their operations. The path ahead is challenging, but it also holds the potential for growth and new beginnings.



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