Back in 2024, we wrote about litigation brought by the New York Attorney General against Brazilian beef producer JBS. The AG alleged that JBS’s climate goals were misleading in part because their “Net-Zero by 2040” goal was impossible given their current rate of emissions. That case has now settled, with JBS agreeing to pay $1.1 million. A recent Keller & Heckman memo discusses the settlement:
“On November 3, 2025, the New York Attorney General announced a $1.1 million settlement with the U.S. subsidiary of the world’s largest beef producer, ending the state’s lawsuit accusing the company of misleading the public about its environmental practices and sustainability commitments. The complaint, filed in February 2024 in New York state court, alleged that defendants JBS USA Food Company and JBS USA Food Company Holdings (together, JBS USA), and JBS USA’s parent, subsidiary, and affiliate companies, misled the public about a pledge to reduce greenhouse emissions and their stated goal to be ‘Net Zero by 2040.'”
JBS isn’t out of the woods yet. The memo notes that a group of environmental NGOs is challenging JBS on essentially the same claims as the New York Attorney General. Additionally, JBS has drawn scrutiny from NGOs over its agricultural practices, which the NGO’s allege contribute to global deforestation. This is another great example of how multiple claims may arise out of the same conduct, as different Plaintiffs may bring litigation across multiple jurisdictions. Once a case like New York’s is filed, other plaintiffs can use those filings as a foundation for their own greenwashing claims.
Our members can learn more about greenwashing here.
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