In an effort to more effectively regulate the environmental promises made by corporations, Attorney General Letitia James has managed to secure a $1.1 million settlement with JBS USA, the largest beef producer in the world. This settlement stems from allegations that JBS USA misled consumers regarding their strategy for achieving a "net zero" carbon footprint by 2040. In a statement reported by the Attorney General's Office, James emphasized that New Yorkers “deserve the truth when it comes to the environmental impact of the products they buy.”
The backdrop of this legal confrontation was painted by an investigation by the Attorney General's Office that seemed to display no demonstrable plan from JBS USA to follow through on their lofty "net zero" claim. Instead, the company planned to seemingly increase production, which could, in turn, increase their carbon footprint, contravening their environmental commitments. The settlement funds will aim to support climate-smart agriculture initiatives that enable New York farmers to adopt measures that reduce emissions and bolster productivity, as noted in a report from the Attorney General's Office.
These allegations are rooted in the false advertising of JBS USA's environmental efforts, which was flagged by the Better Business Bureau National Programs' National Advertising Division (NAD) and later by the National Advertising Review Board. The NAD found that the company's evidence was insufficient to support its net-zero emissions claims and recommended that these claims be discontinued in its advertising. As outlined in the settlement, JBS USA must now cease making deceptive environmental claims and undergo OAG oversight, including submitting annual reports to confirm compliance over the next three years.
Agricultural practices are critical in considering overall greenhouse gas emissions. The U.S. Environmental Protection Agency estimates that agriculture alone accounts for approximately 10 percent of U.S. emissions. Adopting climate-smart agricultural practices has been increasingly recognized as a cornerstone for farming communities to not only curb emissions but also to adapt and thrive amidst the growing challenges posed by climate change. The OAG and Attorney General James continue to underscore their commitment to holding companies responsible for the integrity of their environmental marketing strategies in statements obtained by the Attorney General's Office.
The case was managed by a team of legal professionals from several bureaus within the Office of the Attorney General (OAG). Funds from the JBS USA settlement will be used to support programs that promote sustainable agricultural practices based on scientific research. Assistant Attorneys General Rita McDonough, Ashley M. Gregor, and others played key roles in reaching the settlement, which aims to support environmental efforts and ensure accuracy in corporate climate-related claims.
