NEW YORK – The National Advertising Division Review Board (NARB) of BBB National Programs’ (formerly the Better Business Bureau) recommended that JBS USA discontinue the use of claims related to net-zero greenhouse gas goals by 2040.

The meat producer previously appealed the decision in February, but the NARB denied that appeal on June 20.

“The NARB panel determined that the challenged claims communicate that JBS is already in the process of implementing a documented plan that has been evaluated and found to have a reasonable expectation of achieving ‘net zero’ by the year 2040,” the NARB said. “JBS, however, does not have a formulated and vetted plan at present. Rather, JBS is in the exploratory stage of its effort directed toward the net zero 2040 goal.”

 The group stated that JBS should discontinue the following claims: 

  • “JBS is committing to be net zero by 2040”
  • “Global Commitment to Achieve Net-Zero Greenhouse Gas Emissions by 2040”
  • “Bacon, chicken wings and steak with net zero emissions. It’s possible” and
  • “Leading change across the food industry and achieving our goal of net zero by 2040 will be a challenge. Anything less is not an option.” 
  • “The SBTi recognized the net zero commitment of JBS.”

The panel did note that JBS was not prevented from making the claim “Leading change across the food industry and achieving our goal of net zero by 2040 will be a challenge,” when the claim was presented by itself.

NARB’s decision also approved JBS to make claims about:

  • Its efforts at researching potential methods for reducing emissions and any efforts it is undertaking to reduce emissions; and 
  • The steps it is taking to align its activities with SBTi criteria and its engagement with the SBTi process.

Following the decision, JBS stated on the NARB website that “it disagrees with the NAD and NARB’s interpretation of how consumers perceive the challenged claims as well as NARB’s conclusion about the record evidence, but JBS will comply with NARB’s recommendation in published statements and advertising claims going forward.”