Burger King addresses a core industry challenge – the environmental impact of beef – and announces a series of measure to help reduce this impact.
Cows release methane, a greenhouse gas that traps the sun’s heat and warms the planet as a by-product of their digestion. Thus, Livestock is responsible for up to 14.5% of global greenhouse gas emissions. The fast-food restaurant chain has partnered with top scientists to develop and test a new diet for cows, which consists in adding 100 grams of lemongrass leaves to the cows’ daily diets and, according to initial study results, on average reduces up to 33% of cows’ daily methane emissions per day during the last 3 to 4 months of their lives.
The chain informs that, starting on July 14, select Burger King restaurants in Miami, New York, Austin, Portland, and Los Angeles offer the Reduced Methane Emissions Beef Whopper sandwich, made with beef sourced from cows that emit reduced methane, while supplies last.
The spot released to promote the “Cows Menu” features a young boy playing the guitar and singing a country song about how cows release methane and have an impact on the environment, causing climate change. “Since we are a part of the problem, we are working to be part of the solution” onscreen lines read at the end of the commercial, which also directs viewers on the “Sustainability” section of the brand’s website.
The brand shares its findings to encourage suppliers, farmers and other food brands to help make a big impact on our planet.