World's largest meat firm may break Amazon deforestation pledges again

The world's largest meat company looks set to break its Amazon rainforest protection promises again, according to frontline workers.

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Beef production is the primary driver of deforestation, as trees are cleared to raise cattle, and scientists warn this is pushing the Amazon from a carbon sink into a carbon emitter.

JBS, a multinational that dominates the Brazilian cattle market, promised to address this with a commitment to clean up its beef supply chain by the end of 2025.

In a project to understand the barriers to progress on deforestation, journalists from the Guardian, Unearthed and Repórter Brasil interviewed more than 35 people, including ranchers and ranching union leaders who represent farms in the states of Pará and Rondônia.

The investigation found disbelief that JBS would be able to meet its rainforest protection targets.

"They certainly have the will to do it, just as we have the will to do it," said one rancher. But the goal that all the cattle they bought would be deforestation-free was unreachable, he said: "They say this is going to be implemented. I'd say straight away: that's impossible."

JBS told the Guardian it contested the conclusions. "Drawing inferences and conclusions from a limited sample of 30 farmers while disregarding that JBS has over 40,000 registered suppliers is entirely irresponsible," the company said in a statement.

It added that "while the sector-wide challenges are significant and larger than any one company can solve on its own, we believe JBS has an in-depth and robust series of integrated policies, systems, and investments that are making a material and positive impact on reducing deforestation risks".