A report by the Changing Markets Foundation revealed greenwashing and lobbying efforts by Brazilian meat giants like JBS, Marfrig, and Minerva, who are trying to position themselves as climate champions ahead of COP30. These companies have been promoting agribusiness as an environmental powerhouse and using various strategies to avoid climate regulations while influencing the narrative on agriculture.

Despite Brazil's progress in reducing deforestation and hunger in the past, major meat companies like JBS continue to be implicated in crimes like deforestation, pollution, and labor exploitation. Recent lawsuits and settlements against JBS highlight the company's greenwashing tactics, with criticism focused on their lack of plans to achieve net-zero greenhouse gas emissions by 2040. The report also notes that the meat industry's influence over politics and public discourse has hindered meaningful climate action and evaded regulation.