The New York Attorney General and JBS USA Food Company and JBS USA Food Company Holdings (together, JBS USA) entered into an assurance of discontinuance that resolved the Attorney General’s lawsuit alleging that the “Net Zero by 2040” advertising campaign of JBS USA, a meat products producer, was false and misleading in violation of New York State consumer protection laws. After a New York trial court dismissed the case without prejudice in January 2025, the Attorney General issued an investigative subpoena and prepared but did not file an amended complaint supported by additional evidence. In the assurance of discontinuance, JBS USA agreed to remove or revise existing U.S. consumer-facing published statements that concern Net Zero by 2040, consistent with guidance from the Attorney General, including by presenting Net Zero by 2040 as a “goal” instead of a “pledge” and by noting specific steps or actions that JBS USA is taking in cases where the company represents that JBS USA is “taking steps” or “taking real action.” JBS USA also committed to annual internal review of its consumer-facing statements regarding the Net Zero by 2040 goal for the next three years. In addition, JBS USA will pay $1.1 million to Cornell University’s College of Agriculture and Life Sciences’ New York Soil Health and Resiliency Program for the purpose of supporting climate-smart agriculture, subject to approval by the University’s Gift Acceptance Committee and an agreement between the Attorney General and the University for appointment of an Attorney General representative to advise on the Program’s work. If the Gift Acceptance Committee does not approve JBS USA, the company will instead make the payment to the Council on the Environment of New York City (d/b/a GrowNYC) Greenmarket and Wholesale Programs’ farmer technical assistance initiatives for the purpose of supporting climate-smart agriculture.

New York State attorney general's greenwashing lawsuit against beef producer for allegedly making unsubstantiated claims regarding its "Net Zero by 2040" commitment.

People v. JBS USA Food Co.

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Meat Producer to Pay $1.1 Million to Promote Climate-Smart Agriculture to Resolve New York Attorney General’s Climate Washing Suit

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Policy instruments are techniques or tools used by governing authorities to promote certain policies in order to achieve predetermined goals. Put simply, instruments are how a government tries to achieve its goals, with this taxonomy being focused on national policy instruments.

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Area of the economy in which actors engage in identical or related activities.

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The management and allocation of funds, assets and investments to meet various objectives

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Actions or measures to adapt terrestrial systems to climate change.

The release of heat-trapping gases, primarily from human activities such as burning fossil fuels, agriculture and industry.

A potent, short-lived greehouse gas, largely released from livestock, fossil fuel extraction and waste management.

Replacing technologies that burn fossil fuels directly with alternatives powered by electricity.

Actions to reduce emissions in energy generation and supply.

Terrestrial means "of the earth" and relates to the risks to ecological system that includes all living organisms and their interactions within land-based environments, such as forests, grasslands, and deserts.

The activities of industries involved in the production, distribution, and sale of energy, including electricity, gas, and renewables.

This sector creates and distributes information and entertainment through television, radio, print, and digital platforms.

This sector includes firms and individuals offering specialised expertise in fields such as law, accounting, consulting, science and engineering.

Activities that involve the cultivation of crops and raising of livestock for food, fibre, and other products essential for human life and industry.

Meat Producer to Pay $1.1 Million to Promote Climate-Smart Agriculture to Resolve New York Attorney General’s Climate Washing Suit

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Adaptation/resilience

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