The origin of this paper is an on-going MBA thesis, which is being conducted through a case study. One of the main purposes of the case study is to identify if the adoption of cleaner technologies will bring better results for the firm in terms of increasing its competitiveness. The results are being reached by the comparison between the cleaner production and the conventional one, considering that the studied firm is employing both. The study is being developed in a rural firm, which deals with rice crop. The research follows some guidelines of an UNIDO/UNEP methodology, called Ecoprofit. This methodology seeks to establish holistic conceptions based on the environmental protection, aiming at eco-efficiency. Some of the expected results of the research is to verify and corroborate the opinions posed by many authors, who advocate that changes in the dominant way of thinking and acting of the business community about the environment could result in competitive advantage for firms.