ABSTRACT
This chapter examines the role of Greenpeace as a transnational social movement organisation, acting as a 'bridge' connecting business environmental impacts and the European consumer market by focusing on industries' global supply chain. It also examines the Greenpeace as a transnational non-governmental organisation, emphasising its campaign strategies and its role as a bridge that could connect different fields and thus create a governance space. The chapter argues that Greenpeace's advocacy campaign was successful because the organisation learned how to explore the relationship between North and South by demonstrating to the European consumers that their beef consumption was associated with Amazon deforestation. It describes the activity of cattle ranching, in terms of its environmental impacts, its association with Brazilian colonial history and its importance as an economic activity that connects Brazil with the international market. The chapter discusses the methodological procedures of collecting and analysing data and highlights 'sustainability' of the Brazilian beef industry and how deforestation becomes a hegemonic topic.
