The production of soy in Brazil has been linked with serious ecological impacts. In order to curbenvironmental problems, there have been established public-private initiatives such as the “Round Tables”,focused on the creation of standards to make value chains of commodities products more sustainable. Thepresent study focuses on identifying the motives and challenges of the adoption of the Roundtable onResponsible Soy (RTRS) certification amongst Brazilian soy producers. The results show the adoption of the RTRS among large producer is mainly driven by potential higher pricesand access to new markets. Medium and small producer adopt the scheme in order to improve their technicalcapacity and ability to meet social and environmental regulation. On the other hand lack of demand for RTRS certified soy seems to be the main challenge for producers to adopt the certification. The gained insights willprovide practioners and academics a basis for exploring possible solutions to overcome such challenges and atthe same time, boost the adoption of the RTRS amongst Brazilian producers.