Tyson Foods introduced a new, first-of-its-kind beef brand at the Annual Meat Conference being held in Dallas, Texas, this week. Brazen Beef is designed to actually deliver on end-consumer sustainability demands and bring disruption to the protein category.

Tyson said a ton of effort went into determining the 10% greenhouse gas (GHG) reduction. The company worked with researchers, technical experts and supply partners to identify and compare performance against an established GHG benchmark.

Cattle used for Brazen Beef products are enrolled in Tyson Foods’ Climate-Smart Beef Program for emission reduction from pasture to production. These criteria were set with input from third-party sustainability groups. Further, there is an Animal Welfare CARE Program requirement to qualify for the program.

“Emissions are estimated for each animal harvested and evaluated for qualification into the program,” the brand website says. “Animals that don’t meet the base qualification of emission reduction are sorted out of the Brazen brand program and into a different program.”

From raising the crops for the feed to how the product is packaged, greenhouse gas emissions are traced through the entire process of creating a finished beef product. Suppliers must also undergo audits, which include verification of enrollment, data collection, and adoption of climate-friendly agricultural practices.