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The conservation of native grasslands implies the safeguard from various threats, such as a change in land use. For achieving the objective native grassland conservation, it is necessary to strengthen extensive livestock systems by sustainability improving their performance and by increasing value of emerging products. We developed a regenerative livestock farming proposal based on research evaluating several environmental aspects of the livestock ecosystem functioning on Pampas biome and production technology developed over decades. The conceptual proposal consists of ten points that consider environmental and socioeconomical aspects. The baseline for environmental indicators includes: estimate of carbon footprint through life cycle assessment; organic carbon stock in the soil; assessment of the ecosystem integrity index (EII); the assemblages of wild birds' communities and the assessment of the genetic level of the flock. The latter is included based on its potential for reducing the greenhouse gases (GHG) emissions by improved genetics. We carried out a pilot project with 15 producers which led to the first "regenerative wool" exports from Uruguay to first world-class fashion brands. The results of the study were: a carbon footprint of 60 kg CO 2 equivalent per kg of greasy wool, 83,5 Mg/ha of soil organic carbon stock, an EII value of 3.5, with a bird richness of 104 and 4.26 of Shannon-Weaver Index. The average potential reduction of GHG emission by genetic improvement ranged from 13 to 18% depending on selection criteria used (improving feed efficiency, increasing wool production or reducing methane emissions). In terms of biodiversity, both the IIE results and the richness and diversity of birds are considered very satisfactory. A new collaborative project between INIA and the wool-textile industry seeks to incorporate 110 farmers reaching a total of 200,000 hectares.