In a recent lawsuit filed by New York Attorney General Letitia James, Brazilian beef giant JBS has been accused of "greenwashing" - making false representations to consumers about its plans to become more environmentally friendly. The lawsuit alleges that the company misled the public with its claim of being "net zero by 2040," without having any such plans in place.

According to NPR, the lawsuit highlights advertisements, including a full-page New York Times ad from 2021, where JBS stated, "Agriculture can be part of the climate solution. Bacon, chicken wings, and steak with net-zero emissions. It's possible." However, the lawsuit contends that the company has not developed a plan to achieve net zero emissions by 2040, nor has it calculated its greenhouse gas emissions.

The lawsuit argues that given the current state of technology and the scale of JBS' operations, it would be unfeasible for the company to create a realistic strategy to meet such a goal. Attorney General James alleges that JBS has exploited consumers' increasing desire for environmentally friendly choices by using greenwashing and misleading statements.

The lawsuit points out that beef has the highest total greenhouse gas emissions among major food commodities, and accuses JBS of recognizing that sustainability claims have the potential to give environmentally conscious consumers a "license" to consume beef.

The Associated Press reports that the lawsuit seeks a court order for JBS to cease its "Net Zero by 2020" campaign. It also aims to force the company to return profits that can be traced back to its deceptive practices. JBS' extensive supply chain includes tens of thousands of farms in the Amazon, as noted by The New York Times.

This legal action is another setback for JBS, which is currently facing opposition to its pursuit of a New York Stock Exchange listing. According to The New York Times, an "unusual alliance" comprising environmentalists, other meatpackers, and lawmakers from both parties is opposing the listing.

The outcome of this lawsuit will shed light on the alleged misleading practices by JBS and will have implications for consumer trust and the company's future. As concerns over environmental sustainability continue to grow, companies will likely face increased scrutiny to ensure their claims align with their actions.