NAD Finds Net Zero Claims By JBS Unsupported

Consumers increasingly purchase products based in part on the environmental benefits claimed by advertisers. In a recent decision, the National Advertising Division (NAD) of BBB National Programs stated: "Consumers eager to reduce their impact on the environment can be misled by advertisers due to the complex nature of environmental benefit claims, ambiguous terms, and less than expert environmental knowledge."

Net zero claims by JBS, the second-largest food company and the largest animal protein producer in the world, were challenged by the Institute for Agriculture and Trade Policy (IATP), a not-for-profit organization with the mission of working for fair and sustainable food, farm and trade systems. JBS has an extensive portfolio of brands, including Swift and Pilgrim's Pride, that sell products to consumers in more than 190 countries throughout the world. JBS' products include ground beef, fresh pork, bacon, poultry, lamb, seafood and meat-based snack products.