The current foundation of beef cattle farming in the Pampa region consists of English breeds such as Hereford and Angus and their crosses, Braford, and Brangus. Introduced just over a century ago, they have adapted to the region's cold, European-like climate, with the added advantage of no snowfall, and have undergone a continuous process of genetic improvement. Their meat is prized for its tenderness and marbling, which gives them a differentiating factor compared to zebu cattle breeds - of Indian origin and better adapted to the warm-temperate climates of the rest of Brazil, whose meat is considered drier and less tender. In addition to the characteristics of the animals, the uniqueness of the Pampa biome, characterized as a steppe with vast grasslands, lends the perception of sustainability to the cattle industry in Rio Grande do Sul, as the maintenance of the predominantly herbaceous vegetation depends on cattle activity. From an ecological perspective, the argument is that cattle raised primarily on natural, open pastures contribute positively to a system that sequesters carbon and emits less methane than grain-fed cattle, in addition to not causing deforestation for the establishment of non-natural pastures. Meanwhile, from the perspective of nutritional capitalism, the argument is that the ecological conditions of the Pampa region and the taurine genetics work together to develop carcasses with better finishing, including fat profiles beneficial to consumers, with higher levels of omega-3, as well as iron and B-complex vitamins. As discussed in this presentation, the Brazilian Pampa Beef emerges as a result of cattle being transformed into a highly competitive product, with the southern plains of Brazil serving as a terroir device.