The world’s biggest meat and dairy companies are facing mounting accusations of misleading the public over climate promises, after researchers found that nearly all of their environmental claims failed basic scrutiny.

A major new study examining 33 global food giants concluded that 98 per cent of sustainability claims made between 2021 and 2024 amounted to greenwashing — vague pledges, weak evidence and glossy public relations campaigns masking continued emissions growth.

Billion-Dollar Promises, No Clear Plan

At the centre of the backlash is Brazilian meat giant JBS, which pledged to reach net zero by 2040 while simultaneously expanding production. The company promoted the target through high-profile advertising and sustainability reports, then raised $1bn in sustainability-linked bonds tied to the commitment.

Researchers said the pledge lacked any credible roadmap. New York’s attorney general later sued JBS, alleging the company misled consumers and investors by promoting climate targets it could not realistically meet.

Tiny Projects, Massive Claims

The study paints a picture of an industry leaning heavily on symbolic climate gestures while avoiding deeper structural change. Arla Foods pointed to solar panels at a single UK cheese packaging site covering just 12 per cent of that facility’s electricity use as evidence of environmental progress.

The same company also highlighted a regenerative farming pilot covering a fraction of its global operations. Tyson Foods, meanwhile, reportedly framed its net-zero ambitions as something it merely “aspires” to achieve rather than a binding target.

Scientists Warn of Fossil Fuel Tactics

Researchers said more than a third of all environmental claims examined were future promises unsupported by measurable delivery plans. Many net-zero strategies appeared to rely heavily on carbon offsets instead of cutting emissions directly.

That has triggered comparisons with the fossil fuel industry, where critics argue climate pledges have long been used to delay tougher regulation while production continues to grow. Meat and dairy account for at least 16.5 per cent of global greenhouse gas emissions and more than half of food-sector emissions worldwide.

Legal Pressure Starts Closing In

The consequences are no longer confined to public criticism. Legal challenges over allegedly misleading environmental claims are now targeting companies including JBS, Tyson, Arla, Danish Crown and Fonterra.

For investors and regulators, the stakes are rising fast. Sustainability reporting has become central to corporate financing, consumer trust and political influence — and researchers warn that weak oversight risks allowing companies to market climate ambition while emissions continue climbing.

How meat and dairy giants greenwash their image

“Green” is just a feel-good marketing gimmick.

1 hour ago, bannork said:

The world’s biggest meat and dairy companies are facing mounting accusations of misleading the public over climate promises, after researchers found that nearly all of their environmental claims failed basic scrutiny.

A major new study examining 33 global food giants concluded that 98 per cent of sustainability claims made between 2021 and 2024 amounted to greenwashing — vague pledges, weak evidence and glossy public relations campaigns masking continued emissions growth.

Billion-Dollar Promises, No Clear Plan

At the centre of the backlash is Brazilian meat giant JBS, which pledged to reach net zero by 2040 while simultaneously expanding production. The company promoted the target through high-profile advertising and sustainability reports, then raised $1bn in sustainability-linked bonds tied to the commitment.

Researchers said the pledge lacked any credible roadmap. New York’s attorney general later sued JBS, alleging the company misled consumers and investors by promoting climate targets it could not realistically meet.

Tiny Projects, Massive Claims

The study paints a picture of an industry leaning heavily on symbolic climate gestures while avoiding deeper structural change. Arla Foods pointed to solar panels at a single UK cheese packaging site covering just 12 per cent of that facility’s electricity use as evidence of environmental progress.

The same company also highlighted a regenerative farming pilot covering a fraction of its global operations. Tyson Foods, meanwhile, reportedly framed its net-zero ambitions as something it merely “aspires” to achieve rather than a binding target.

Scientists Warn of Fossil Fuel Tactics

Researchers said more than a third of all environmental claims examined were future promises unsupported by measurable delivery plans. Many net-zero strategies appeared to rely heavily on carbon offsets instead of cutting emissions directly.

That has triggered comparisons with the fossil fuel industry, where critics argue climate pledges have long been used to delay tougher regulation while production continues to grow. Meat and dairy account for at least 16.5 per cent of global greenhouse gas emissions and more than half of food-sector emissions worldwide.

Legal Pressure Starts Closing In

The consequences are no longer confined to public criticism. Legal challenges over allegedly misleading environmental claims are now targeting companies including JBS, Tyson, Arla, Danish Crown and Fonterra.

For investors and regulators, the stakes are rising fast. Sustainability reporting has become central to corporate financing, consumer trust and political influence — and researchers warn that weak oversight risks allowing companies to market climate ambition while emissions continue climbing.

How meat and dairy giants greenwash their image

Sad but unfortunately no surprise.

1 hour ago, novacova said:

“Green” is just a feel-good marketing gimmick.

Everything the Greens say is a marketing gimmick.

Unfortunately the gullible believe it.

Cows farting won't be the end of the world.

Edited May 17May 17 by emptypockets

3 minutes ago, emptypockets said:

Everything the Greens say is a marketing gimmick.

Unfortunately the gullible believe it.

Cows farting won't be the end of the world.

This article is not about the Greens. It's about the meat and dairy giants claiming to be green.

1 hour ago, bannork said:

New York’s attorney general later sued JBS, alleging the company misled consumers and investors by promoting climate targets it could not realistically meet.

Interestingly the case was dismissed in 2025, however, JBS paid 1.1 billion to Cornell university and promised to change their wording in relation to net zero by 2040 from 'pledge' to 'goal'........................................kinda greenwashing on greenwashing..........................!

its the other way around: the more methane and co2 recycled back into the atmosphere where it belong, -the greener the planet

https://www.nasa.gov/centers-and-facilities/goddard/carbon-dioxide-fertilization-greening-earth-study-finds/

https://fifthseasongardening.com/regulating-carbon-dioxide

there are benefits to raising the CO2 level higher than the global average, up to 1500 ppm. With CO2 maintained at this level, yields can be increased by as much as 30%

1 hour ago, bannork said:

This article is not about the Greens. It's about the meat and dairy giants claiming to be green.

The "Greens" must surely be allowed to be included in the discussion about green food topics!

59 minutes ago, mordothailand said:

its the other way around: the more methane and co2 recycled back into the atmosphere where it belong, -the greener the planet

https://www.nasa.gov/centers-and-facilities/goddard/carbon-dioxide-fertilization-greening-earth-study-finds/

https://fifthseasongardening.com/regulating-carbon-dioxide

there are benefits to raising the CO2 level higher than the global average, up to 1500 ppm. With CO2 maintained at this level, yields can be increased by as much as 30%

There might be some other consequences :) In the end you get the silly Greta types that make most want to barf that slow down moving away from fossil fuels. I think there are many that would rather cook than have Greta win.

Just keep making inexpensive solar, EVs, and storage. Distance the movement away from fanatical green grifter fools. Stop talking and start actually making a difference. Buy an EV, put panels on your roof, etc. It is only going to work if it is cheaper than the alternative and loud mouth brats are just making it more difficult.

1 hour ago, mordothailand said:

its the other way around: the more methane and co2 recycled back into the atmosphere where it belong, -the greener the planet

https://www.nasa.gov/centers-and-facilities/goddard/carbon-dioxide-fertilization-greening-earth-study-finds/

https://fifthseasongardening.com/regulating-carbon-dioxide

there are benefits to raising the CO2 level higher than the global average, up to 1500 ppm. With CO2 maintained at this level, yields can be increased by as much as 30%

A pity you didn't quote this part.

"While rising carbon dioxide concentrations in the air can be beneficial for plants, it is also the chief culprit of climate change. The gas, which traps heat in Earth’s atmosphere, has been increasing since the industrial age due to the burning of oil, gas, coal and wood for energy and is continuing to reach concentrations not seen in at least 500,000 years. The impacts of climate change include global warming, rising sea levels, melting glaciers and sea ice as well as more severe weather events."

1 hour ago, stevenl said:

A pity you didn't quote this part.

"While rising carbon dioxide concentrations in the air can be beneficial for plants, it is also the chief culprit of climate change. The gas, which traps heat in Earth’s atmosphere, has been increasing since the industrial age due to the burning of oil, gas, coal and wood for energy and is continuing to reach concentrations not seen in at least 500,000 years. The impacts of climate change include global warming, rising sea levels, melting glaciers and sea ice as well as more severe weather events."

i see just about every weather event is being brought up as proof of alarming and unprecedented climate tipping point.

Guterres -"The era of global warming has ended; the era of global boiling has arrived. "

https://press.un.org/en/2023/sgsm21893.doc.htm

fact check: we are stuck in the deepest ice age since before complex life even evolved

https://holoceneclimate.com/temperature-versus-co2-the-big-picture.html

https://en.wikipedia.org/wiki/Late_Cenozoic_Ice_Age

https://en.wikipedia.org/wiki/Ice_age

we are still stuck in the deepest ice age since before complex life evolved, (Quaternary ice age) and almost all lives lost are due to cold, not warmth

https://ourworldindata.org/part-one-how-many-people-die-from-extreme-temperatures-and-how-could-this-change-in-the-future

Globally, cold deaths are 9 times higher than heat-related ones. In no region is this ratio less than 3, and in many, it’s over 10 times higher. Cold is more deadly than heat, even in the hottest parts of the world.

The Myth is that climate was lovely during little ice age 1300-1850.

Reality is that crops would routinely freeze over before they had time to ripen, and famine was the norm, and europeans migrated to americas in a last attempt to stave off starvation

44 minutes ago, mordothailand said:

i see just about every weather event is being brought up as proof of alarming and unprecedented climate tipping point.

Guterres -"The era of global warming has ended; the era of global boiling has arrived. "

https://press.un.org/en/2023/sgsm21893.doc.htm

fact check: we are stuck in the deepest ice age since before complex life even evolved

https://holoceneclimate.com/temperature-versus-co2-the-big-picture.html

https://en.wikipedia.org/wiki/Late_Cenozoic_Ice_Age

https://en.wikipedia.org/wiki/Ice_age

we are still stuck in the deepest ice age since before complex life evolved, (Quaternary ice age) and almost all lives lost are due to cold, not warmth

https://ourworldindata.org/part-one-how-many-people-die-from-extreme-temperatures-and-how-could-this-change-in-the-future

Globally, cold deaths are 9 times higher than heat-related ones. In no region is this ratio less than 3, and in many, it’s over 10 times higher. Cold is more deadly than heat, even in the hottest parts of the world.

The Myth is that climate was lovely during little ice age 1300-1850.

Reality is that crops would routinely freeze over before they had time to ripen, and famine was the norm, and europeans migrated to americas in a last attempt to stave off starvation

You claim carbon dioxide in the atmosphere is good based on a link from NASA. When shown more from that link, more that contradicts your opinion, you deflect claiming other 'facts' that are nothing but nonsense.

53 minutes ago, stevenl said:

You claim carbon dioxide in the atmosphere is good based on a link from NASA. When shown more from that link, more that contradicts your opinion, you deflect claiming other 'facts' that are nothing but nonsense.

the links support my statements

5 hours ago, emptypockets said:

Everything the Greens say is a marketing gimmick.

Unfortunately the gullible believe it.

Cows farting won't be the end of the world.

Yeah, a lot of the messaging around this gets turned into politics and marketing. Plants do need carbon dioxide to grow, and commercial greenhouses even add CO₂ to increase plant production. That said, the “cow fart” line is oversimplified too — most cattle methane comes from burping, not farting. I just think the issue is more complicated than the slogans make it sound.

The green new deal is a hoax

11 hours ago, mordothailand said:

the links support my statements

If you don't understand what you're talking about, sure.

4 hours ago, stevenl said:

If you don't understand what you're talking about, sure.

you dont have any counter argument

18 hours ago, mordothailand said:

you dont have any counter argument

Of course not, there's no countering non arguments.

4 hours ago, stevenl said:

Of course not, there's no countering non arguments.

a warmer planet is a greener planet

Plant life likes C02, the levels during the 'dinosaur ages' were much higher than present.

On 5/17/2026 at 5:27 AM, emptypockets said:

Everything the Greens say is a marketing gimmick.

Unfortunately the gullible believe it.

Cows farting won't be the end of the world.

Perhaps, but the deforestation and the dumping of the raw sewage, the fouling of the water table and the destruction of natural habitat and ecosystems is significant.

On 5/17/2026 at 3:02 PM, bannork said:

At the centre of the backlash is Brazilian meat giant JBS, which pledged to reach net zero by 2040

'Net zero' is a stupid dangerous scam the only way to reach 'net zero' is to eliminate life on earth !

If you look at reality and history you will see that before man was on earth the CO2 level was significantly higher than it is today. Also, people seem to have forgotten the CO2 is the food of life for plants which in turn produce the Oxygen that we need. Cut out the CO2 and we all become extinct.

The only people who are pushing for reduction in CO2 are those people / companies that are making a fortune out the misinformation.

We NEED CO2 in order to survive.

Edited May 19May 19 by Photoguy21

But mom, he loves me and will get a job to support the baby.

Tell them what they want to hear.

It would be difficult to criticise Thai companies in this way due to the extremely high level of protection they receive from the law and the court system. This leads to significant self-censorship by the press.

7 hours ago, Patong2021 said:

Perhaps, but the deforestation and the dumping of the raw sewage, the fouling of the water table and the destruction of natural habitat and ecosystems is significant.

No, it's really not. Don't believe the lies being told to you. The major destruction of natural habitat and ecosystems is by massive solar and wind farms a long way from your comfortable home.

9 hours ago, mordothailand said:

a warmer planet is a greener planet

So back to your first argument, which according to your own link is the chief culprit of climate change. Congratulations, your reasoning has completed a full circle. Just a pity well founded arguments are missing.

7 minutes ago, stevenl said:

So back to your first argument, which according to your own link is the chief culprit of climate change. Congratulations, your reasoning has completed a full circle. Just a pity well founded arguments are missing.

both co2 and a warmer world makes the planet greener in their different ways