The Governor of the state of Mato Grosso in Brazil announced during the United Nations Framework Convention on Climate Change Conference of Parties, in December 2015, a plan to reduce considerably the state's greenhouse gas emissions–the Produce, Conserve and Include Strategy (PCI). Its governance structure - made up of members from the civil society, the private sector, and distinct government agencies - was planned to promote the integration of public policies. This article presents the building process of PCI strategic plan, questioning its innovation regarding former experiences in the state of Mato Grosso and its potential effectiveness in promoting low emission rural development agenda in Brazil's largest carbon emitter. It concludes that PCI has a great potential to consolidate innovative governance towards more sustainable and integrated strategies; however it does not intend to promote a politico-economic paradigm shift.