New York state prosecutors are trying to stop JBS from making “deceptive and illegal” marketing claims about its climate change efforts.
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Matthew Stockman/Getty Images
New York state prosecutors are trying to stop JBS from making “deceptive and illegal” marketing claims about its climate change efforts.
Matthew Stockman/Getty Images
New York Attorney General Letitia James has sued beef producer JBS in state court, accusing it of misleading the public about its pledge to reduce climate pollution over the next 10 years. Prosecutors said JBS continued to make false marketing claims even after consumer watchdog groups recommended that the company stop advertising because it did not have a strategy to meet climate change goals.
JBS is one of hundreds of companies around the world pledging to reduce greenhouse gas emissions to curb global warming. Brazilian food manufacturers announced in 2021 that they will eliminate or offset all heat-trapping emissions from their operations and supply chains by 2040. “Agriculture can and must be part of the global climate solution,” said Gilberto Tomasoni, CEO of JBS. he said in a statement announcing his goals. “We believe that through innovation, investment and collaboration, net zero is within our collective grasp.”
But New York prosecutors said that even if JBS developed a plan, the company could not “feasibly” pursue its climate change efforts. The state says there is currently no proven way to reduce agricultural emissions to zero at the scale of JBS's operations, and that offsetting the company's emissions with carbon credits or other means “would be an unprecedentedly expensive undertaking.” Probably.''
“As families continue to face the effects of the climate crisis every day, they are willing to spend their hard-earned money on products from greener brands,” James said in a statement. “When companies falsely advertise their sustainability efforts, they mislead consumers and endanger the planet.”
JBS did not respond to messages seeking comment. The New York lawsuit was filed against JBS USA Food Company and JBS USA Food Company Holdings.
The food company is facing growing criticism as it considers listing its stock on the U.S. stock exchange.
The Better Business Bureau's National Advertising Division (NAD) said in 2023 that JBS should stop claiming to be “net zero by 2040.” Although the company appears to be making “significant preliminary investments” to reduce climate pollution, NAD said there is no evidence it is implementing plans to meet its goals. The review board upheld the appeals court's findings, saying JBS was “in the exploratory stages” of trying to meet its climate change commitments.
U.S. lawmakers have also expressed concerns about the company. Earlier this year, a bipartisan group of senators told the U.S. Securities and Exchange Commission, Wall Street's top regulator, that JBS had a history of “overstating its environmental controls and downplaying other risks.” .
New York state prosecutors are asking JBS to stop making “deceptive and illegal” marketing claims about its efforts to tackle climate change. The state is also seeking civil monetary penalties, among other penalties.
Independent researchers say many companies with net-zero climate targets have not presented credible plans to reduce or offset greenhouse gas emissions.
