JBS Lied About ‘Net Zero’ Emissions, Pays $1.1M

NEW YORK – The world’s largest beef producer, JBS USA Food Company and JBS USA Food Company Holdings (JBS USA), is shelling out $1.1 million after being caught peddling lies about its commitment to fighting climate change. New York Attorney General Letitia James slammed the company with a lawsuit in 2024, revealing a scheme to falsely advertise a “net zero” greenhouse gas emission goal by 2040 – a promise built on hot air and zero actual planning.

The OAG investigation dug up a disturbing truth: JBS Group, the parent company, hadn’t even bothered to *calculate* its total emissions before proclaiming its lofty ambitions. No plan existed, no feasibility studies were conducted, yet JBS USA publicly boasted about achieving this impossible goal while simultaneously plotting to ramp up production – and, naturally, its carbon footprint. This wasn’t about saving the planet; it was about cashing in on eco-conscious consumers.

Attorney General James didn’t pull any punches, stating, “New Yorkers deserve the truth when it comes to the environmental impact of the products they buy. JBS USA made sweeping promises about its parent company’s climate impacts despite the company having no real plan to back those promises up. My office will always hold companies accountable when they mislead New Yorkers and harm our planet.” The settlement money – $1.1 million – will now fund climate-smart agriculture programs in New York, helping actual farmers reduce emissions and build resilience.

The deceptive marketing campaign relied heavily on carefully crafted slogans designed to appeal to environmentally aware shoppers. JBS USA plastered ads with phrases like “Agriculture can be part of the climate solution. Bacon, chicken wings, and steak with net zero emissions. It’s possible,” and “We will cut our own emissions by 30% in 2030 and eliminate Amazon deforestation from our supply chain within five years.” The most egregious claim? “JBS will achieve net zero greenhouse gas emissions, reducing its direct and indirect emissions and offsetting all residual emissions.” All lies, according to the Attorney General.

This isn’t the first time JBS USA’s claims have been challenged. The Better Business Bureau’s National Advertising Division (NAD) previously flagged the company’s net-zero assertions, finding they lacked supporting evidence. The NAD recommended JBS USA stop making these claims, a recommendation later backed up by the National Advertising Review Board. JBS USA ignored the warnings and continued to mislead the public until Attorney General James intervened.

Beef production is a notorious greenhouse gas emitter – the worst of any major food commodity. Animal agriculture alone accounts for at least 14.5 percent of global greenhouse gas emissions. In 2021, the JBS Group spewed over 71 million tons of greenhouse gases, exceeding the total emissions of entire countries. JBS USA will now be required to reform its environmental marketing practices and submit annual reports to the OAG for the next three years. Consider this a warning: lying about saving the planet won’t fly in New York.