(AP) — Burger King is staging an intervention with its cows.
The chain has rebalanced the diet of some of the cows by adding lemon grass in a bid to limit bovines contributions to climate change.
By tweaking their diet, Burger King said Tuesday that it believes it can reduce a cows’ daily methane emissions by about 33%.
Cows emit methane as a by-product of their digestion.
Methane emissions from livestock comprised more than a quarter of the emissions from the agriculture sector.
With an over-the-top social media campaign that teeters between vulgarity and science, Burger King is banking on the heightened awareness of climate change and its responsibility to limit its own role.