New York files 'greenwashing' lawsuit against beef producer, claiming it 'falsely' advertised sustainability commitments

New York Attorney General Letitia James (D) filed a lawsuit against JBS USA, the world's largest beef producer, claiming that the company "falsely advertise[d]" its sustainability commitments to boost its sales.

A February 28 press release from James' office accused JBS USA of "greenwashing and misleading statements to capitalize on consumers' increasing desire to make environmentally friendly choices."

Assemblymember Dana Levenberg explained that "greenwashing" schemes are "used to justify higher prices."

A few of JBS USA's many brands include Swift, Pilgrim's, Blue Ribbon Beef, and Certified Angus Beef. The company's brands are sold in Costco, WinCo, and Walmart. Fox Business reported that the company also supplies products to chain restaurants such as the Cheesecake Factory, McDonald's, Burger King, Subway, KFC, Pizza Hut, Wendy's, and Johnny Rockets.

JBS USA has claimed that it aims to achieve net-zero greenhouse gas emissions by 2040. A 2021 article by the meatpacker stated, "JBS is the first major company in its sector to set a net-zero target. The ambition reflects the company's goal to meet the health and nutritional needs of the growing global population in a sustainable manner that preserves the planet's resources for future generations."

Gilberto Tomazoni, JSA USA's chief executive officer, called climate change "the great challenge of our time" and noted his commitment to "urgently to combat the negative effects of global warming."

"As one of the most diversified global food companies, we have an opportunity to leverage our scale and influence to help lead a sustainable transformation of agricultural markets that empowers producers, suppliers, customers and consumers. Agriculture can and must be part of the global climate solution. We believe through innovation, investment and collaboration, net zero is within our collective grasp," Tomazoni said.

James' lawsuit alleges that the company has made emissions reduction guarantees that are "not feasible." Her officer's press release claimed that beef producers are largely responsible for "global climate change" and "deforestation."

"JBS USA has made several misleading claims about its environmental impact, including pledges to curb deforestation and reduce its greenhouse gas emissions," the press release stated. "Recent studies have shown that people are influenced by a company's environmental reputation and are willing to change their habits to switch to more environmentally friendly products: more than two-thirds of American adults are willing to pay more for sustainable products."

The lawsuit seeks to prevent JBS USA from advertising its net-zero goals. It also aims to force the company to "conduct a third-party audit of its compliance with New York's consumer protection statutes, and pay disgorgement of all ill-gotten gains earned by misleading the public about their business practices as well as penalties of at least $5,000 per violation."

James stated, "As families continue to face the daily impacts of the climate crisis, they are willing to spend more of their hard-earned money on products from brands that are better for the environment."

"When companies falsely advertise their commitment to sustainability, they are misleading consumers and endangering our planet. JBS USA's greenwashing exploits the pocketbooks of everyday Americans and the promise of a healthy planet for future generations. My office will always ensure that companies do not abuse the environment and the trust of hardworking consumers for profit," she added.

Nikki Richardson, a spokesperson for JBS USA, told Fox News Digital that the beef producer "takes its commitment to a more sustainable future for agriculture very seriously."

"We disagree with the action taken today by the New York Attorney General's office," Richardson remarked.

"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," she continued. "Our belief that American agriculture can help sustainably feed the world is undeterred."

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