World’s Largest Beef Producer Fined $1.1M for Greenwashing

Highlights

• $1.1 million settlement to fund climate-smart agriculture programmes in New York.
• JBS USA’s misleading net-zero claims expose corporate greenwashing in beef production.
• Annual reporting and monitoring to ensure compliance with environmental marketing rules.

New York Attorney General Letitia James has reached a $1.1 million settlement with JBS USA, the American subsidiary of the world’s largest beef producer, following claims that the company misled the public about its carbon footprint.

The settlement comes on the back of a 2024 investigation that found that JBS USA advertised its parent company’s commitment to reach “net zero” greenhouse gas emissions by 2040, despite lacking a concrete plan.

The amount secured from the legal battle will support climate-smart agriculture programmes in New York, which help farmers reduce emissions, increase resilience, and improve productivity.

Read More: Greenwashing Crackdowns: How Regulators Are Holding Companies Accountable

The case shows concerns over greenwashing in the beef industry, where companies make environmental claims that cannot be substantiated.

Beef production is among the largest sources of greenhouse gas emissions globally, and animal agriculture accounts for at least 14.5 percent of annual emissions.

In 2021, the JBS Group reported more than 71 million tonnes of greenhouse gases, overtaking the emissions of several countries. The Office of the Attorney General said that JBS USA lacked a plan to calculate, reduce, or offset these emissions, even as it publicly claimed to have workable strategies to reach net zero.

In the middle of the investigation, JBS USA’s marketing statements, including paring down emissions by 30% by 2030 and eradicating Amazon deforestation, were found to be misleading.

Also Read: Australian Super Fund Active Super Fined $10.5M Over Greenwashing

Regulatory bodies, such as the BBB National Programs’ National Advertising Division (NAD) and the National Advertising Review Board, flagged these statements for not having supporting evidence.

Under the settlement, JBS USA must put an end to deceptive environmental claims and submit annual reports to the Attorney General’s Office for three years.

The settlement funds will support science-based agricultural practices on New York farms with the object of helping reduce greenhouse gas emissions, increase resilience to climate events, and sustain farm productivity. Particular attention will be given to farms affected by federal funding cuts supplying food to food banks.

This effort highlights the intersection between climate-smart agriculture, environmental accountability, and consumer protection in a state where agriculture contributes significantly to emissions.

The case was handled by attorneys and fellows from the Environmental Protection Bureau and the Consumer Frauds and Protection Bureau.

See Also: Financing Fossil Fuels: HSBC Accused of Greenwashing After $1B Deal

These bureaus operate under the Division for Social Justice and the Division for Economic Justice, which focus on enforcing against deceptive environmental claims and promoting initiatives that advance sustainability in agriculture and corporate accountability.

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