Introduction In January 2008, the report "The Cattle Realm (O Reino do Gado)" identified and described the "new phase of ranching expansion (pecuarização) in the Amazon," highlighting the lack of knowledge about the dimensions and dynamics of this phenomenon, as well as the need for urgent, informed and consistent initiatives in the area of public policies.

The diagnosis was not disputed and the report has guided the issue in a way that seems definitive, and clearer, in the country's agenda. On the other hand, its recommendations have not yet led to a change in the behavior of the main actors involved. Many have begun to discuss the issue, but without the necessary grounding and consistency.

"Time to Pay the Bill (A Hora da Conta)" provides an update of the present scenario using an economic perspective, considered essential under the current situation, which presents risks and opportunities for influencing ranching dynamics, both in the Amazon and Brazil in general.

No one can hide any longer the need for discussing conditions of the activity that occupies the largest portion of land in the country.

The time has come to pay the long overdue and delayed bill, to abandon the landholding and environmental farce, and, above all, to get the math right so as to guarantee productivity and competitiveness for the activity. They time has indeed come to pay the bill.

OBS: available for download in our server using Hyper-text (HTML). Clique on the link to open..