Dairy Industry Greenwashing Under Fire As Lawsuits Go Global
The world's biggest dairy companies are facing a growing wave of legal action over misleading claims.
Greenpeace Denmark has this week filed a formal complaint against Arla - Europe's largest dairy producer - accusing it of "systematic greenwashing." The case follows a similar lawsuit by Greenpeace Aotearoa against Fonterra, the world's largest dairy exporter, over false claims on Anchor-brand butter packaging.
"This is part of a global trend targeting greenwashing in the intensive livestock sector," said Amanda Larsson, spokesperson for Greenpeace Aotearoa.
"Companies like Arla and Fonterra market themselves as climate leaders, while hiding highly polluting practices and lobbying against environmental protections."
Greenpeace Denmark has submitted a formal complaint to the Danish Business Authority - the regulatory body in Arla's home country - backed by extensive documentation showing that the dairy giant has significantly overstated its CO reductions.
Arla claims to have cut supply chain greenhouse gas emissions by 13 per cent since 2015. However, according to the complaint, nearly half of that reduction occurred suddenly in 2016 when the company changed its calculation methodology without adjusting the baseline accordingly. Greenpeace Denmark argues that this methodological shift not only misleads consumers but also breaches financial reporting laws in both Denmark and Sweden.
Arla's emissions reporting was previously criticised by Swedish media in 2022, after which the company pledged to review this issue. Yet two years later, Greenpeace Denmark has found that Arla's 2024 annual report still relies on the misleading baseline to present its emissions reductions.
against Arla.
Meanwhile, in New Zealand, Greenpeace is suing Fonterra for promoting its butter as "100% New Zealand grass-fed," despite allowing up to 20% of cows' diets to include imported palm kernel - a product linked to deforestation.
"We think shoppers would be shocked to know that the block of 'grass-fed' butter they pick up at the supermarket could actually be linked to the destruction of orangutan habitats," says Larsson.
"Misleading claims like this are a real punch in the guts to people who are trying hard to do their part by shopping ethically - it's time for dairy giants like Fonterra and Arla to face the consequences."
These actions mark an escalation in global legal efforts to hold the livestock industry accountable. Last year, Danish Crown was found guilty of misleading pork ads, while a case against meat giant JBS in New York was dismissed. Still, the trend is clear: Big Dairy and Big Meat are under increasing scrutiny for false climate and environmental claims.
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