"A new study finds that the vast majority of climate-related claims made by the meat and dairy industry don’t hold up to scholarly scrutiny."
"Five years ago, the world’s largest meat company took out a full-page ad in The New York Times, making a bold claim: “Bacon, chicken wings, and steak with net zero emissions. It’s possible.”
But according to new research, that assertion by JBS and hundreds of other promises made by meat industry giants amount to hollow attempts to woo consumers and investors with unsubstantiated claims.
A study, published in PLOS Climate on Wednesday, analyzed more than 1,200 claims in which the meat industry announced its intentions to reduce greenhouse gas emissions or reach carbon neutrality in its operations. The authors categorize 98 percent of those claims as greenwashing.
“We’re at this moment where we’re really trying to understand what is a real commitment to saving our planet and what is public relations,” said Jennifer Jacquet, one of the report’s authors. “And a lot of this is public relations.”"
Georgina Gustin reports for Inside Climate News April 22, 2026.
