Meat Titan JBS Under Fire for Deceptive Climate Claims, NY AG Files Suit – Sky Bulletin

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New York Attorney General Letitia James has leveled a lawsuit against international meat behemoth JBS, accusing the company of disseminating misleading information regarding its greenhouse gas emissions targets to allure eco-conscious customers. The legal action, initiated on Wednesday in a New York state court, charges defendants JBS USA Food Company and its holdings, both of which fall under the umbrella of the Brazil-based global leader in beef production.

According to the lawsuit, JBS professed a goal to achieve net-zero greenhouse gas emissions by 2040 but evidently lacks a concrete strategy to realize these claims. James’s suit alleges that the corporation has exploited public concerns over climate change for profit by making deceptive claims about their commitment to reducing emissions and deforestation.

One of the contentious points is a JBS USA advert that ran in The New York Times in 2021, claiming: “Agriculture can be part of the climate solution. Bacon, chicken wings and steak with net-zero emissions. It’s possible.”

Attorney General James stated, “Greenwashing practices not only mislead consumers but also pose a threat to our environment. JBS USA has given false hope about a sustainable future whilst lining its pockets.” She is pursuing legal avenues to put an end to JBS USA’s “Net Zero by 2040” campaign, recover fraudulent earnings, and possibly impose civil penalties up to $5,000 for each offense determined during the trial.

Reacting to the lawsuit, JBS spokesperson Nikki Richardson conveyed the company’s disagreement with the Attorney General’s claims. Richardson affirmed JBS’s commitment to sustainable practices, stating they will steadfastly work with partners to feed the expanding population with minimal environmental impact.

The lawsuit materializes amidst broader concerns expressed through letters from U.S. and U.K. legislators to the Securities and Exchange Commission, warning them about the possible adverse environmental ramifications if JBS were to receive additional capital. With beef recognized as a major contributor to greenhouse gas emissions and deforestation, particularly in the Amazon, the lawsuit aims to hold JBS accountable for its environmental commitments.

FAQ Section

What are the specific allegations against JBS?

JBS has been accused of making false and misleading claims about its net-zero greenhouse gas emissions target by 2040, without having a credible plan to achieve it, thereby committing greenwashing to appeal to eco-friendly consumers.

What does New York Attorney General Letitia James seek to achieve with the lawsuit?

The lawsuit aims to stop JBS’s alleged misleading “Net Zero by 2040” advertising campaign, recover profits obtained through fraudulent practices, and potentially levy civil penalties of up to $5,000 per violation.

How has JBS responded to the lawsuit?

JBS has expressed disagreement with the allegations and reiterated their commitment to working with agricultural partners to feed the growing global population in a sustainable manner.

What is the broader context of this lawsuit?

The lawsuit follows concerns from lawmakers in the U.S. and U.K. who have cautioned the Securities and Exchange Commission about the environmental impact of JBS’s practices, especially regarding deforestation in the Amazon rainforest associated with beef production.

Conclusion

The legal contention brought forth by New York Attorney General Letitia James against JBS highlights the intricate balance between corporate sustainability commitments and authenticity in environmental efforts. It serves as a substantial step towards holding corporations accountable for their role in climate change, emphasizing the need for transparent and genuine actions in the global journey towards sustainability.



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