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The Lawsuit Against JBS and Its Effects on Greenwashing

Accusing JBS of deceiving customers about its climate commitment, New York’s lawsuit has implications well beyond the world’s largest meat company.

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Earlier this year, the office of New York attorney general Letitia James filed a suit against the U.S. arm of JBS, accusing the meat giant of misleading customers about its climate commitments. In a new report, The Guardian talks about the far-reaching implications throughout the food industry and beyond as big businesses evaluate their approaches to crafting their sustainability messages for consumers.

Greenwashing will be a pivotal issue over the next five years, according to a conversation that The Guardian had with Todd Paglia, executive director of Stand.earth, an environmental non-profit. “It’s been 20 years of companies lying about their environmental and climate justice impacts,” Paglia told the British daily newspaper. “And it feels like all of a sudden, from Europe to the U.S., the crackdown is beginning to happen.”

Increasingly, consumers are demanding more environmental and social responsibility from the goods they purchase. The New York lawsuit cites a study finding that consumers are willing to pay up to 30% more for products with net-zero greenhouse gas emissions. Knowing that they need to be accountable, some businesses rely on false or misleading messages rather than actually changing their practices to be better for the environment.

The lawsuit contends that is JBS’s position. “Across its marketing materials, the JBS Group has made sweeping representations to consumers about its commitment to reducing its greenhouse gas emissions, claiming that it will be ‘Net Zero by 2040,’” it reads. “The JBS Group, however, has had no viable plan to meet its commitment to be ‘Net Zero by 2040.’”

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