As sustainability becomes a growing priority in the global meat industry, JBS CEO Gilberto Tomazoni stressed that affordable production is critical for market acceptance. Speaking at a business forum in Brazil, Tomazoni addressed the challenge of rising costs associated with sustainable practices and their impact on consumers.
“We can’t assume that the consumer will pay that bill,” Tomazoni said during the event, held ahead of the upcoming Group of 20 (G20) summit in Rio de Janeiro this November. “We need to increase productivity to lower the cost of food and make it more accessible.”
Tomazoni’s comments reflect a central issue in sustainable production—balancing the need for environmentally friendly practices with the need to keep products affordable for the average consumer. As the global leader in meat production, JBS is working to implement more sustainable practices without dramatically increasing prices.
He also highlighted the importance of compensating agricultural producers for “environmental services” that contribute to sustainability, suggesting a system that rewards farmers and producers for their efforts to reduce their environmental impact.
Legal Challenges in Brazil Despite its sustainability efforts, JBS continues to face legal hurdles related to environmental concerns. The company is currently embroiled in lawsuits in Brazil over the purchase of cattle from protected areas of the Amazon rainforest. These legal issues underscore the complexity of balancing business growth with sustainability in a region where environmental conservation is a high-stakes issue.
JBS has committed to achieving net-zero greenhouse gas emissions by 2040 and has been investing in technology and innovations to reduce its carbon footprint. However, Tomazoni acknowledged that achieving sustainability goals must not come at the cost of pricing out consumers, which remains a central challenge for the company and the broader industry.
Conclusion The conversation around sustainability in meat production continues to evolve, with industry leaders like JBS calling for solutions that don’t compromise consumer affordability. As JBS navigates both legal challenges and its sustainability agenda, increasing productivity will be key to balancing environmental impact with economic viability.
