Tyson Foods is being sued for allegedly misleading consumers with its “climate-friendly” beef claims, raising concerns over greenwashing in the meat industry.
Introduction
In an era where sustainability is a key consumer concern, companies have begun marketing their products with eco-friendly labels to align with public values. One such company is Tyson Foods, the world’s second-largest meat producer. Tyson has come under fire, facing a lawsuit from the Environmental Working Group (EWG) for allegedly misleading consumers with claims that its beef products are “climate smart.” The case highlights a growing trend of holding companies accountable for greenwashing — the practice of falsely promoting products as environmentally sustainable.
Tyson’s “Climate Smart” Beef Label
Tyson Foods’ “Brazen Beef” is marketed with a “climate smart” label, a move the company touts as part of its broader goal to achieve net-zero emissions by 2050. However, environmental groups argue that Tyson’s promises lack substance. The lawsuit, filed by EWG in the Superior Court of the District of Columbia, claims that the company’s emissions reduction strategy is unclear and deceptive.
According to Caroline Leary, an attorney representing the EWG, the lawsuit is meant to protect consumers. “People want their purchasing power to reflect their values,” Leary explained. “This case is about protecting consumers from being misled. As more people seek out climate-friendly options, companies are taking advantage of this interest.”
The Environmental Cost of Beef Production
At the heart of the lawsuit is the immense environmental cost of mass-producing beef. Cattle are one of the world’s largest sources of agricultural methane emissions, a potent greenhouse gas that significantly contributes to climate change. In fact, the top five global meat and dairy producers emit more greenhouse gases than major oil companies like Shell, BP, and Exxon. Tyson alone emits as much as entire countries such as Belgium or Austria.
Despite this, Tyson continues to push its climate-friendly narrative. Critics argue that producing beef in a way that benefits the environment is nearly impossible. The lawsuit accuses Tyson of not only misleading consumers but also failing to provide a concrete plan for measuring and reducing its emissions.
Deceptive Claims and Greenwashing Allegations
The core issue in the lawsuit is the “climate smart” label, which the plaintiffs argue is not backed by any substantial evidence. “Tyson is taking very few steps that could actually achieve net zero,” said Kelsey Eberly, an attorney with FarmSTAND, which is representing EWG. The lawsuit highlights that even if Tyson were able to reduce its emissions slightly, its beef products would still be far more carbon-intensive than most other foods.
This lawsuit is part of a broader movement to confront deceptive environmental claims made by meat producers. Earlier this year, the New York State Attorney General filed a similar suit against JBS, the world’s largest beef company, accusing it of misleading consumers with claims of achieving net-zero emissions by 2040. Similar legal action has been taken in Denmark and Sweden, where courts ruled that pork and dairy companies falsely marketed their products as climate-friendly.
Tyson’s Response and USDA Involvement
Tyson Foods responded to the lawsuit in a written statement, asserting its long history of sustainable practices. “While we do not comment on specific litigation, Tyson Foods has a long history of sustainable practices that embrace good stewardship of our environmental resources,” the company said. “We will continue to support agricultural practices that further these efforts and work to strengthen the overall resiliency of the U.S. agriculture system.”
However, the lawsuit also implicates the U.S. Department of Agriculture (USDA), which approved Tyson’s “climate smart” label in 2022. Environmental groups, including EWG, have petitioned the USDA to halt these approvals, citing the lack of transparency around the certification process. The USDA has since pledged to strengthen its guidelines around animal-raising claims, a move that could influence future marketing practices in the meat industry.
The Bigger Picture: Industrial Agriculture and Climate Change
The Tyson lawsuit represents a growing trend of litigation targeting the climate impact of industrial animal agriculture. Legal scholars and environmentalists argue that the U.S. lacks adequate policy and regulation to address the methane emissions from livestock, which are a major contributor to climate change. While the Biden administration has imposed regulations on methane emissions from the oil and gas industries through the Inflation Reduction Act, similar measures have not been applied to animal agriculture.
Daina Bray, a lecturer at Yale Law School and expert in agricultural law, views this lawsuit as part of a larger movement. “This lawsuit is the latest development in an emerging litigation trend that seeks to address the climate harms of industrial animal agriculture,” Bray said. She pointed out that lawsuits focused on consumer protection and false advertising are a key strategy in holding companies accountable for greenwashing.
Global Demand for Meat and the Net-Zero Challenge
One of the main contradictions highlighted in the lawsuit is the tension between Tyson’s net-zero goals and its plans for global expansion. As the world’s population grows, so does the demand for protein — a trend that Tyson intends to capitalize on. Yet, increasing production inevitably means higher emissions, making the company’s net-zero target by 2050 difficult to achieve.
“The plan that Tyson does seem to be actualizing is international growth,” the lawsuit states. “It is hard to square Tyson’s stated commitment to achieve net zero by 2050 with its statements that it intends to capitalize on an increase in ‘global demand’ for beef, pork, and chicken. This will necessitate increased production of beef, pork, and chicken, with increases in their attendant emissions, putting Tyson’s net zero claims even farther out of reach.”
Consumer Choices and the Future of Sustainable Meat
The lawsuit comes at a time when consumer behavior is shifting. More people are looking to make purchasing decisions based on sustainability and climate considerations. A survey conducted by PwC earlier this year found that 43% of respondents are trying to reduce their impact on climate change by buying what they perceive to be more sustainable food products. Additionally, 32% of consumers reported changing their diets to reduce their climate footprint.
As consumer awareness grows, companies face increased scrutiny over their environmental claims. “The accuracy of corporate claims about environmental impacts is critical,” said Leary. “These claims shape consumer choices and affect the overall market.”
Conclusion
The lawsuit against Tyson Foods marks another significant step in the growing movement to hold companies accountable for their environmental promises. As legal challenges mount, meat producers will need to provide more transparency and real action if they are to meet their net-zero targets. For consumers, the case serves as a reminder to remain vigilant about the products they purchase and the claims behind them.
The road to sustainable meat production is fraught with challenges, and Tyson’s journey to net-zero may be more difficult than its marketing suggests. Whether through litigation or public pressure, companies in the meat industry will have to face increasing demands for honesty and environmental responsibility in the years ahead.