New York’s Attorney General has filed a lawsuit against JBS, the world’s largest beef producer, accusing the company of deceiving consumers about its environmental impact to boost sales.

Attorney General Letitia James alleged that JBS USA Food Co, the American unit of the Brazilian meatpacking giant, lacks a viable plan to achieve net-zero greenhouse gas emissions by 2040, rendering its stated commitment misleading.

James claimed that JBS’ “Net Zero by 2040” pledge failed to account for the majority of greenhouse gas emissions from its supply chain, including those associated with deforestation in the Amazon.

She argued that the company’s intention to increase production would exacerbate its carbon footprint, surpassing greenhouse gas emissions levels that had already exceeded those of Ireland by 2021.

“Families are increasingly willing to invest more in products from environmentally responsible brands,” James stated. “JBS USA’s alleged greenwashing exploits the trust and wallets of everyday Americans, promising a healthier planet for future generations while allegedly failing to deliver.”

State laws

The lawsuit, filed in a New York state court in Manhattan, seeks a $5,000 civil fine per violation of state business laws and aims to recover any unjust gains obtained through false sustainability claims.

JBS, whose businesses include Pilgrim’s Pride, one of the largest U.S. chicken producers, issued a statement expressing disagreement with the lawsuit.

The company affirmed its commitment to collaborating with farmers, ranchers, and others to achieve a more sustainable future for agriculture, reducing resource usage and environmental impact.

With approximately $53.5 billion in revenue generated during the first nine months of 2023, JBS derives about 59% of its revenue from North and Central America.

The company’s shares trade in Brazil, although it has been exploring the possibility of listing its shares in the United States.