Tyson Tried To Market "Low-Carbon Beef", Got Called On Their Greenwashing And Dumped The Campaign

[hatrack]

Producing meat is one of the biggest sources of climate warming gases, and beef is the worst of the bunch, data shows. To clean up their image, leading meat producers including Tyson, one of the largest meat companies in the United States, have hired public relations and advertising firms, mirroring a strategy used by fossil fuel companies. Now, US Right to Know has new details of the PR campaign behind a key part of Tyson’s green strategy—its so-called “climate smart” beef product branded Brazen Beef.

In early 2023, Tyson unveiled its “climate-smart” beef which it claimed is produced with 10% fewer greenhouse gasses than regular beef. It was the first US produced beef to receive approval from the United States Department of Agriculture for its climate friendly claim. Later that year, the product was available for purchase from Schweid & Sons, a burger and ground beef company, which had plans to sell it in supermarkets nationwide.

But shortly after the product’s launch, environmental groups and media reports called Tyson out for obfuscating how it calculated the cut in climate warming gases to achieve a low-emissions beef product. And researchers cast doubt on Tyson’s ability to measure such slim emissions cuts. Other researchers also argued that emissions from beef are so high that even with a 10% cut it could still not be considered climate-smart. Tyson is also now being sued for making “false and misleading” claims to consumers regarding its green goals and climate smart beef program—from which the Brazen Beef product is produced.

Tyson’s Brazen Beef website has now been taken down and the product appears no longer for sale. But the PR and marketing strategy behind the product’s promotion provides insight into how the meat industry is trying to appear more sustainable and to capitalize on consumers’ willingness to pay around 10% but up to 50% more for sustainable products. PR and advertising is so important to the company that in 2023, the year it launched Brazen Beef, Tyson spent $339 million on it—nearly three times as much as it spent on research and development, its financial documents show.

Ed. - Emphasis added.

https://usrtk.org/factory-farming/public-relations-campaign-spinning-tysons-brazen-climate-smart-beef/

[riversedge]

1. It should be a crime--but will be for these big companies who deceptively market LIES?? yet, Trump

markets lies most times he opens his mouth--for Free!!

............how the meat industry is trying to appear more sustainable and to capitalize on consumers’ willingness to pay around 10% but up to 50% more for sustainable products. PR and advertising is so important to the company that in 2023, the year it launched Brazen Beef, Tyson spent $339 million on it—nearly three times as much as it spent on research and development, its financial documents show.