UPDATE: New York Attorney General Letitia James has just announced a significant $1.1 million settlement with JBS USA, the world’s largest beef producer, over misleading “net zero” carbon footprint claims. This urgent development aims to hold corporations accountable for their environmental promises and protect consumers from false advertising.
The settlement comes after an investigation uncovered that JBS USA had no credible plan to achieve its ambitious goal of a “net zero” carbon footprint by 2040. Instead, the company appeared to prioritize production increases, potentially raising its carbon emissions and contradicting its environmental commitments. James stressed that New Yorkers “deserve the truth when it comes to the environmental impact of the products they buy,” highlighting the need for transparency in corporate practices.
The allegations against JBS USA were initially flagged by the Better Business Bureau and later confirmed by the National Advertising Division (NAD). The NAD found the company’s claims to be unsupported and recommended that JBS discontinue its misleading advertising. Under the terms of the settlement, JBS USA is required to stop making deceptive environmental claims and will be monitored by the Office of the Attorney General (OAG) for compliance over the next three years.
The settlement funds will directly support climate-smart agriculture initiatives in New York, helping local farmers adopt practices that reduce emissions while boosting productivity. This is particularly critical, given that the U.S. Environmental Protection Agency estimates agriculture accounts for about 10 percent of total U.S. greenhouse gas emissions.
As the consequences of climate change intensify, the need for sustainable agricultural practices has never been more urgent. The OAG, led by Attorney General James, reaffirms its commitment to ensuring that companies are held accountable for the integrity of their environmental marketing strategies. This settlement is a pivotal step in promoting transparency and accountability in corporate climate claims.
The legal team behind this case included Assistant Attorneys General Rita McDonough and Ashley M. Gregor, who played crucial roles in reaching this settlement. As JBS USA faces increased scrutiny, consumers can expect greater vigilance from regulatory bodies to ensure that corporations adhere to their environmental commitments.
What happens next? JBS USA must now submit annual reports to confirm compliance with the settlement terms, ensuring that consumers are no longer misled by false advertising. This case serves as a critical reminder of the power of regulatory action in holding corporations accountable and protecting consumers from deceptive practices.
Stay tuned for more updates as this story develops, and share this urgent news with your network to spread awareness about the importance of corporate accountability in environmental claims.
