Brazilian meat firm JBS is reportedly planning to only purchase cows not raised on deforested land by 2025 as part of its anti-deforestation plan.

The move is in response to rising criticism that the company is driving the destruction of the Amazon forests.

JBS chief executive officer Gilberto Tomazoni said: “We at JBS are assuming our obligation to carry out the necessary transformation of our supply chain. We know how important the rainforest is in addressing climate change.”

The company was also accused of its involvement in ‘cattle laundering’ for the animals that are said to have been raised in ranches that were blacklisted for illegally clearing Amazon land.

The cattle raised at these ranches are said to have been transferred to sites with a clean environmental record to escape a sales ban.

Though the Brazilian meat processor said it removed deforestation from its direct supply chain but has admitted that it is currently failing to identify cattle that is provided to its suppliers by third-party ranches.

JBS’ new anti-deforestation plan focuses on the implementation of blockchain technology by the end of 2025 through which JBS suppliers are required to provide full tracing information on all cattle.

However, some JBS investors feel that the new plan is not enough.

JBS is reportedly planning to launch a fund of R$250m ($45m) over the next five years to promote the preservation of the rainforest, as well as a total funding goal of R$1bn that it expects to raise partly through donations.

KLP official Jeanett Bergan said: “We have to see the detailed evidence in practice, not least given the controversies that have led to the company becoming a major global divestment target.”

Earlier this month, the US Department of Labour’s Occupational Safety and Health Administration (OSHA) penalised JBS Foods in Greeley, Colorado, for failing to protect its employees from the coronavirus (Covid-19).