While we rarely look at fast food franchise companies or their menus to give us ecological lessons, this hasn’t stopped Burger King from taking a break to design new breakfast items and try to talk about global warming to influence.
Despite the company’s good intentions, farmers are not happy about it. In particular, they are dissatisfied with the blame for cowfart.
The ad below shows a catchy song about cows that emit methane gas and contribute to global warming. With a proper diet that contains lemongrass, these emissions could be reduced, the chain says. The message comes from Mason Ramsey, a 13-year-old yodel player who went viral two years ago for his play “Lovesick Blues”
According to the BBC, spokesmen for agriculture and scientists find the message not particularly appealing. While some farmers find the ad condescending and fearful that it may display it as insensitive to climate issues, incomplete statistical data can also support it. Scientists say cow burps, not farts, are the real problem.
“IT IS. NOT. THAT. COW. FARTS,” wrote Frank Mitloehner, professor at the Davis Department of Animal Science at the University of California, on Twitter. “Almost all enteric methane in cattle comes from regurgitation. If you suggest something else, this serious climate issue is a joke. “
The owner of Burger King, Restaurant Brands International, defended the marketing approach, saying that feeding cows used for his patties, 100 grams of dried lemongrass a day reduced methane emissions by 33 percent.
The research done by the Autonomous University of Mexico was not published. Critics point out that the reduced emissions only occur in the last three to four months of a cow’s life, and the rest – up to 24 months in total – are left to produce typical amounts of gas. As a result, the lifelong reduction in methane emissions can only be 3 percent.
A new environmentally-friendly methane-reduced beef whopper will be available Tuesday at select locations in Miami, New York, Austin, Portland, and Los Angeles.