Australia’s richest man, Andrew Forrest, continued his media blitz against Brazilian meat giant JBS throughout last week, with the billionaire pastoralist running full-page advertisements in newspapers (including this one) demanding the adoption of ethical animal husbandry practices by his fellow Huon Aquaculture shareholder.

JBS is a ready-made villain. Its owners, the billionaire Batista brothers, both served jail time for insider trading and their holding company paid a $5.4 billion fine in 2017 for bribing nearly 2000 Brazilian politicians.