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Species richness remains one of the most valuable type of information for biodiversity conservation. Here, we report a plant richness record in the Brazilian Pampa. We found 56 vascular plant species in a single plot of 1 × 1 m in a privately owned grazed grassland in a region with shallow soils. This number is considerably higher than common species numbers in similar surveys and highlights the high plant diversity in South Brazilian grasslands. We take our record as an opportunity to reflect on some issues of high importance if we wish to reach conservation goals: much of the biodiversity is inside private lands, and these should be more in the focus of conservation efforts; field research, especially quantitative sampling, continues to be essential to improve knowledge on biodiversity and its distribution patterns; training biologists to be able to carry out biodiversity assessments and to interpret the results should be a key issue for universities. We hope that the communication of this record will encourage new scientific discoveries and raise social interest about the conservation of grasslands in South Brazil.