Animal welfare is an issue of growing concern worldwide. Since the 1960s, Europe has led the discussions on this subject, developing the supporting science and the necessary standards. Currently, European welfare standards on pig farms set the global standards and may represent a potential marketing barrier for commercial pork production. Brazil is one of the largest producers and exporters of pork and has intensified efforts to adapt to the new standards. The objective of this paper is to assess the feasibility of applying European welfare standards to Brazilian industrial pig farming. The complexity of the required changes and the potential advantages to Brazil are discussed, and it is concluded that Brazil has the resources to meet the majority of the requirements