Last year, a trade association challenged aspirational claims that JBS – the world’s largest producer of beef products – was making about its commitment ​“to be net zero by 2040.” NAD determined that although the company had taken steps that ​may be helpful towards achieving its goal, those steps weren’t enough to support the implied claim that JBS was currently implementing a plan that would achieve that goal. On appeal, NARB agreed with NAD’s decision.…er-greenwashing