New York Attorney General Files Lawsuit Against JBS for Misleading Greenhouse Gas Emission Claims
In a groundbreaking move, New York Attorney General Letitia James has filed a lawsuit against JBS, the giant meat producer, for allegedly making misleading claims about its greenhouse gas emission goals. The lawsuit, filed in a state court in New York City, accuses JBS of using false advertising to attract environmentally conscious consumers and boost sales.
JBS, the American subsidiary of the world-leading producer of beef products based in Brazil, has been accused of claiming that it will achieve net zero greenhouse gas emissions by 2040 without having a viable plan to meet that commitment. The lawsuit names JBS USA Food Company and JBS USA Food Company Holdings as defendants.
Attorney General James argues that JBS made misleading statements about its efforts to curb deforestation and reduce greenhouse gas emissions in order to capitalize on consumers’ desire to make climate-friendly choices. The lawsuit specifically cites a full-page advertisement that JBS placed in The New York Times in 2021, which boldly claimed, “Agriculture can be part of the climate solution. Bacon, chicken wings, and steak with net-zero emissions. It’s possible.”
“When companies falsely advertise their commitment to sustainability, they are misleading consumers and endangering our planet,” said James in a prepared release. She further emphasized that JBS’s greenwashing tactics exploit everyday Americans’ pocketbooks and undermine the promise of a healthy planet for future generations.
The lawsuit seeks to hold JBS accountable by requesting the court to require the company to end its “Net Zero by 2040” campaign and return profits that can be traced back to fraudulent or deceptive practices. Additionally, civil penalties of up to $5,000 per violation are being sought, with the exact amount to be determined at trial.
JBS, however, disagrees with the allegations made by Attorney General James. A spokesperson for the company, Nikki Richardson, stated in an email that JBS will continue to collaborate with farmers, ranchers, and food system partners worldwide to feed a growing population while using fewer resources and reducing agriculture’s environmental impact. The company remains steadfast in its belief that American agriculture can sustainably feed the world.
This lawsuit comes on the heels of letters from lawmakers in the United States and the United Kingdom cautioning against the listing of JBS by the Securities and Exchange Commission. These lawmakers argue that providing expanded capital to JBS, a company responsible for significant deforestation in the Amazon rainforest, would only enable further harm. The lawsuit highlights that beef production, which is closely associated with JBS, has the highest total greenhouse gas emissions among major food commodities and is directly linked to large-scale deforestation.
As the legal battle unfolds, it remains to be seen how JBS will respond to the allegations and whether the court will hold the company accountable for its alleged misleading claims. The outcome of this case could have far-reaching implications for other companies that make similar environmental claims without concrete plans to back them up. In an era where consumers are increasingly conscious of their impact on the planet, it is crucial for businesses to uphold transparency and integrity in their sustainability efforts.