Almost one-third of the world’s beef is produced in Latin America and demand for increased beef supply is driving deforestation and land conversion in and around many of WWF’s priority areas, overgrazing, diversion of water and soil degradation. With WWF’s Market Transformation Initiative, WWF offices in Argentina, Bolivia, Brazil, Colombia and Mexico are supporting implementation of the principles of the Global Roundtable on Sustainable Beef to promote more sustainable cattle ranching practices through improved land-use planning and training, and the development of market-based incentives for sustainable beef production.