This paper discusses the emergence of non-state actors involved in developing rules on environmental and social standards in transnational arenas that are outside the control of governments and International Organizations. This work is the result of a field research conducted between January and March 2012 in the main palm producing region of Brazil, located in the state of Pará, encompassing the municipalities of Moju, Tailândia and Acará. It comprises a case study of a palm oil producing company based in the Amazon region. The synergy of this company with governmental policy has projected Brazil's soft power, not through foreign policy and diplomacy but by influencing transnational private regulation with the use of labels and certification schemes recognized by stakeholders engaged in the palm oil global chain. The authors use the academic literature on regulation and private governance to highlight the rise of non-state actors as rule-makers in contemporary international relations.194120