NCBA criticizes new Burger King campaign


NCBA criticizes new Burger King campaign

A new marketing campaign by Burger King is drawing criticism from cattle producers.

The focus of the campaign is how Burger King plans to reduce methane emissions from cows by adding lemon grass to their diets. It features a video of young people singing about how methane emissions from cows are contributing to climate change.

The National Cattlemen’s Beef Association says the BK campaign is “misleading” and “misrepresents basic bovine biology”. The cattle group says the campaign’s claim about lemon grass is based on a “small and poorly conceived” ruminant nutrition study that has been dismissed by leading beef industry experts.

On Tuesday, Burger King introduced its “Reduced Methane Emissions Beef Whopper”, which it says contains beef sourced from cattle that emit reduced methane. It said the sandwich is only available in select restaurants in Miami, New York, Austin, Portland and Los Angeles.