New York Attorney General Letitia James has accused the U.S. branch of JBS, the world’s largest producer of beef products, of misleading the public about its environmental impact.
According to Ms. James, JBS USA has made misleading statements about its pledges to curb deforestation and reduce greenhouse gas emissions to capitalize on consumers who gravitate toward low-emission companies. The attorney general’s office says animal agriculture accounts for nearly 15 percent of annual global greenhouse gas emissions, while beef production emits the most of any major food commodity.
“JBS Group and JBS USA repeatedly misled consumers with these claims while the company’s executives told their industry peers that they needed to use messaging targeted to climate-conscious consumers in order to remain competitive,” Ms. James said.
“In reality, when making these promises, JBS Group and JBS USA had not calculated the company’s total greenhouse gas emissions, and therefore had no way of knowing whether they could successfully reduce those emissions to net zero by 2040.”
“JBS USA has claimed that it will achieve net zero greenhouse gas emissions by 2040, despite documented plans to increase production, and therefore increase its carbon footprint,” Ms. James said.
“Further, the JBS Group’s greenhouse gas emissions calculations have not accounted for emissions resulting from deforestation in the Amazon,” she added.
Ms. James is asking the courts to force JBS USA to end its “Net Zero by 2040” campaign and to return any profits connected to the pledge. Civil penalties of up to $5,000 per violation are also being sought. The number of alleged violations will be determined at trial. Ms. James claims consumers are increasingly concerned about their environmental impact, and put greater trust in companies and brands that pledge to be sustainable or climate conscious.
“When companies falsely advertise their commitment to sustainability, they are misleading consumers and endangering our planet,” she said.
“JBS USA’s greenwashing exploits the pocketbooks of everyday Americans and the promise of a healthy planet for future generations.”
A media statement from a JBS spokesperson claimed the company was still working towards reducing the environmental impact of the agriculture industry and disagreed with the allegations made by the New York attorney general.
“We disagree with the action taken today by the New York Attorney General’s office. JBS will continue to partner with farmers, ranchers, and our food system partners around the world to help feed a growing population while using fewer resources and reducing agriculture’s environmental impact,” the spokesperson said.
“Our belief that American agriculture can help sustainably feed the world is undeterred.”
The Epoch Times has contacted JBS USA for further comment.
