In a new legal battle for JBS, the New York Attorney General, Letitia James, has filed a lawsuit accusing the giant meat producer of making misleading claims regarding its greenhouse gas emission goals. The lawsuit, filed in a state court in New York City, alleges that JBS USA Food Company and JBS USA Food Company Holdings, the American subsidiary of the Brazil-based beef products producer, falsely claimed to achieve net-zero greenhouse gas emissions by 2040.

According to the lawsuit, JBS made these claims without a viable plan in place to meet the commitment it had advertised. The meat producer faces accusations of capitalizing on consumers' concern about climate change to boost sales. The lawsuit cites an advertisement placed by JBS USA in The New York Times in 2021, which included the statement: "Agriculture can be part of the climate solution. Bacon, chicken wings, and steak with net-zero emissions. It's possible."

Attorney General Letitia James emphasized the importance of holding companies accountable for misleading advertising, stating, "When companies falsely advertise their commitment to sustainability, they are misleading consumers and endangering our planet." James seeks a court order to end JBS USA's "Net Zero by 2040" campaign and to require the company to return profits earned through fraudulent or deceptive practices.

The lawsuit also requests civil penalties of up to $5,000 per violation to be determined at trial. JBS USA now faces the challenge of defending its actions in court, as it asserts its commitment to sustainable practices and reducing agriculture's environmental impact.

JBS responded to the lawsuit through a spokesperson, Nikki Richardson, stating their disagreement with the allegations. The company emphasized that it will continue working with farmers, ranchers, and food system partners worldwide to feed a growing population while utilizing fewer resources and reducing environmental impact. JBS maintains its belief that American agriculture can play a crucial role in sustainably feeding the world.

This lawsuit against JBS comes in the wake of recent letters from lawmakers in both the United States and the United Kingdom cautioning against the company's listing. These lawmakers argue that providing JBS with expanded capital would enable the company, known for its contribution to deforestation in the Amazon rainforest, to cause even more harm. The lawsuit highlights the significant greenhouse gas emissions associated with beef production and its link to large-scale deforestation.

As the legal battle unfolds, the outcome will have implications not only for JBS but also for the broader conversation regarding corporate responsibility and sustainability in the meat industry.