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Market globalization process has brought great changes. Trade barriers have been eliminated, environmental concerns have increased, people widened their knowledge and made firms adapt themselves to a more demanding market. The mango agribusiness of the Vale do São Francisco, characterized by its trade on the international market, has to adapt itself to maintain or to increase its list of clients. Current paper identifies the incorporation of sustainability and social responsibility within the roll of mango-cultivation firms in the mid-Vale do São Francisco. Results show that firms have still no deep-rooted applications for such practices, although progress has occurred. They are aware of the organizations' role towards positive contribution; they have plans for criteria featuring social responsibility and sustainability in their long-term strategic vision to increase investments, generating projects and programs that would benefit employees and the community. [ABSTRACT FROM AUTHOR]