Doing the right thing long-term is the driving force behind RBI strategy. Today more than ever, companies do need to play an active role in terms of improving not just their sustainability footprint, but doing something good for the people, for the planet and for society in general.

The methane released from cows’ burps and farts is one of the biggest challenges in the beef industry, but if that volume was reduced, the atmosphere would start seeing significant improvements within a decade. If we could make consumption of our products more responsible (without changing consumer behavior), we had an opportunity to make a tangible impact on the environment. This could change our brand perception in terms of sustainability, becoming a business leader in helping to fight climate change.

We worked with scientists in the US and Mexico for two and a half years to create a formula that could reduce methane emissions from enteric fermentation in cows. Inspired by the stomach-soothing effects of chamomile, we tested three different herbs until we found, that by adding 100 grams of lemongrass, we could reduce the amount of methane released by cows by up to 33%–the maximum reduction possible while keeping cows healthy. This is a new formula that is not only cost-effective and scalable, but open source. It was published in a leading peer reviewed scientific journal and we created a how-to guides available for free on the RBI website, encouraging competitors to adopt the formula, so we could reach the industry players for the biggest possible impact.

Customers were able to purchase the Reduced Methane Whopper in select restaurants in Austin, New York, LA, Portland, and Miami. The lemongrass formula didn’t impact the flavor of the beef or weight of the cows, and did increase food efficiency.

As we expand pilots and testing, more and more ranches globally are adopting this formula, especially thanks to our partnerships with some of the largest meat producers in the world and global lemongrass supplier Martin Bauer Group. Due to the formula’s open-source nature, all information needed to implement our method is freely available online, and everyone in the industry is encouraged to contribute to reducing our collective emissions to help fight climate change.

Cows’ Menu garnered 12.5 Billion impressions. After the formula was published in leading scientific journal, “Animals,” we began expanding globally with pilots, research and testing, from the US to Austria, Ireland, Mexico, and Brazil. Partnering with the largest meat producers in the world like JBS, GUSI & KEPAK, and thanks to our commercial global supplier Martin Bauer Group, the lemongrass formula is a cost-effective scalable solution. We improved the public’s perception of our brand’s sustainability by 203%. On social media, Cows’ Menu performed 141% higher than industry benchmarks for engagement on Twitter. Due to the open-source nature of the project, all information is widely available, and everyone in the industry is encouraged to contribute to reducing our collective emissions to help fight climate change.