The work was entrusted by the Tropical Forest Alliance (TFA) to the Argentinian Roundtable on Sustainable Beef (MACS) and developed by the Faculty of Agronomy of the University of Buenos Aires (FAUBA). The situation in Argentina regarding beef production has been somewhat stagnant on average for the past seven decades, even though a true “boom and bust cycle” can be observed during this period. This has been typically a market where most of the beef produced has been sold in the domestic market, although recent institutional changes have created growth in beef exports. This has, in turn, generated movements all along the system, from production to consumption and exports, thus making this system an attractive one in terms of its potential for the reactivation of the full use of its installed capacity, while becoming interesting for the entrance of new players into the business.