New York is Suing One of the Country’s Largest Meat Processors for Greenwashing

New York State is cracking down on greenwashing. New York Attorney General Letitia James has sued leading meat processor, JBS, for unsubstantial claims. In line with the Greenwash Action Lab’s definition of futurewashing, JBS has made vague promises that they would achieve net-zero greenhouse gas emissions by 2040.

Here’s what the Greenwash Action Lab’s  Tom Lyon had to say about the case to Modern Farmer.

“JBS hadn’t done anything to measure their existing footprint. So, if you have no idea of what your current footprint is, it’s really hard to develop a credible plan for reducing it over time.”

Tom explained that “when we get to this futurewashing, it’s just a story about the future,” says Lyon. “So, there’s no way to verify if it’s true or not, because it hasn’t happened yet.”

Read the full article from Modern Farmer.