The meat and dairy industry's environmental claims are often nothing more than greenwashing, according to a recent study. The research, which analyzed over 1,200 environmental commitments made by 33 of the sector's largest companies between 2021 and 2024, found that nearly all of these claims, a staggering 98%, could be considered greenwashing. This means that despite the industry's significant contribution to deforestation and greenhouse gas emissions, their promises to address these issues are often empty and lack concrete plans for implementation.
The study identified a pattern of "deceptive" information about environmental strategies, goals, and actions, which can create the illusion of progress. For example, Cargill, a commodity-trading giant, claimed in 2023 that it would "eliminate deforestation and land conversion from direct and indirect supply chains of key row crops in Brazil, Argentina, and Uruguay by 2025." However, in 2024, it was revealed that Cargill had pushed its baseline year for evaluating deforestation ahead by 12 years, allowing it to claim a higher percentage of deforestation-free soy without changing its sourcing practices.
Minerva Foods, a Brazil-based meatpacker, made a similar claim, promising to "aim for zero illegal deforestation throughout the South American supply chain by 2030." However, the study noted that there was no proof of their efforts to achieve this goal, and it was unclear how it would be measured or independently verified.
Danone, one of the world's largest dairy companies, made a similar promise in 2023, stating that it would have "no deforestation across its primary deforestation-linked commodities" by 2025. However, the study found that Danone had more difficulty tracing its suppliers in 2024, in preparation for the implementation of the EUDR, the EU's antideforestation law.
The study's authors argue that these vague and selective climate goals, such as emissions reduction and net-zero targets, are often accompanied by a lack of implementation plans and practical considerations. This raises questions about the sincerity of these companies' environmental efforts and whether they are more focused on public relations than actual environmental stewardship.
The findings of this study highlight the need for more transparent and accountable environmental practices in the meat and dairy industry. Consumers and investors are increasingly demanding more sustainable practices, and companies must be held to account for their claims. Without concrete actions and measurable progress, the industry's environmental claims will continue to be seen as greenwashing, undermining the very efforts to combat climate change and deforestation that they purport to support.
