New York’s attorney general (AG) Letitia James is suing JBS USA, the world’s biggest beef producer for “greenwashing” the public about ecological commitments.
Greenwashing describes the misuse of information to manipulate the public image around a company’s environmental responsibility.
In this regard, the New York AG attributes the meat packer with misinformation since beef production still leads animal greenhouse emissions. James further stated that animal rearing contributes 14.5% of all carbon emissions worldwide.
The AG concluded that JBS USA’s Net Zero target by 2040 in its various global production units was “not feasible.”
Net Zero
JBS USA has multiple initiatives towards a sustainable, low-emission future in the beef industry.
Key among these includes the Greener Cattle Initiative where the meat packer has pledged $100,000. The 5-year initiative forms a multi-company kitty of $5 million to fund research for methane reduction in cattle farming.
The University of Minnesota’s FoodS3 project will also receive $33,000 for tracing the American cattle supply chain and emission path.
Other initiatives include a carbon culling project in Indiana and a Feedlot Innovation Center worth $700,000 in Nebraska.
“Greenwashing” Drives Meat Sales
Despite this financial goodwill, JBS USA influenced a public committed to buying from environmentally-friendly companies to drive sales, says James.
Hence, the New York AG wants the company to pay $5,000 in civil fines for each violation after conviction.
The state also calls for an end to the Net Zero initiative and a refund of campaign-related profits.
U.S. Retail Beef Prices Up
On the sidelines of greenwashing, retail prices of U.S. beef were up February 23 in comparison with end February 2023.
According to the U.S. Department of Agriculture (USDA)’s National Beef Report, supermarket prices for various beef cuts were 16.9% above 2023’s.
T-bone steaks were selling at $8.70 a pound to last year’s $7.63, while brisket was $4.91 a pound vis-á-vis 2023’s $4.71.
The most expensive cuts were filet mignon chops which have been costing as much as $26.11 a pound.
Drivers of this price uptake include falling herd numbers, which were at their lowest levels since 1951 in January 2024.