As public concern about climate change grows, so does demand for lower-emissions consumer goods. And as major meat producers face the fact that their climate impacts may turn away conscientious consumers, they are increasingly claiming to offer low-carbon meat.

The Brazilian multinational JBS, the world’s biggest meat company, has announced that it will achieve net zero emissions by 2040. This promise was made in a full-page New York Times ad, where the company claimed it could serve up ‘bacon, chicken wings, and steak with net-zero emissions.’

However, New York Attorney General Letitia James has taken legal action against JBS, alleging that the company’s claim about emissions reductions is both unsubstantiated and unachievable. The lawsuit filed by her office asserts that JBS’s promises may mislead consumers into buying highly polluting products and provide environmentally conscious consumers with a ‘license’ to eat beef.

While some critics may view the lawsuit as an anti-free market move, it is, in reality, the opposite. The lawsuit aims to ensure that consumers are provided with accurate information to make informed choices, thus preserving the integrity of the market.

If successful, the lawsuit would result in financial penalties for JBS and send a message to other food companies that greenwashing comes with monetary and political costs. Additionally, it could raise awareness among the public and policymakers about the prevalence of deception in the stories told by the livestock industry, particularly regarding the link between livestock production and climate change.

JBS, founded in 1953 and based in São Paulo, Brazil, operates in about 180 countries and runs plants and sales offices on nearly every continent through subsidiaries.