Brazil has historically been an important supplier of agricultural products to the European Union, not least soybeans and soybean meal to support the European livestock sector. In recent years, sustainability-related concerns have led to the conveyance of environmental demands from European buyers to Brazilian producers, mainly related to deforestation and biodiversity preservation. This process has often led to friction within supply chains, as European actors have raised serious sustainability concerns, which frequently have been refuted by Brazilian producers. This chapter provides an overview of how sustainability-related matters have been raised in European countries and resulted in specific standards and sourcing criteria that have been transmitted along supply chains to actors upstream in Brazil. It examines which particular governance initiatives and certifications have been established in response to environmental demands from downstream chain actors such as feed companies, retailers and food processors. Finally, the chapter treats the question related to the institutionalization of private and corporate chain-based sustainability initiatives and reflects on the paths towards responsible and deforestation-free soy supply chains from high-risk areas in Brazil to consumers in Europe.