This issue of Sustentabilidade em Debate brings together three studies that complement each other with the aim of answering the same question: can the adoption of good management practices for production, conservation of natural resources and working conditions be justified economically? In other words, is the adoption or pursuit of sustainability a good deal for farmers? This question stems from a mismatch between common sense and the experience of Sebrae-MG’s Educampo Program, Rabobank and Imaflora with a large number of farmers.