In early March, global food giant Tyson unveiled a new beef product line at the 2023 annual industry meat conference. Named “BrazenTM Beef”, it was the first ever product of its kind to receive the “Climate-Friendly” stamp from the US Department of Agriculture. The brand, which grew out of Tyson’s “Climate-Smart Beef Program”, reportedly earned this badge through securing a 10 percent cut in greenhouse gas emissions compared to regular North American beef. The company is frank about the product’s marketing strategy. Tyson told the Progressive Grocer it is “trying to be upbeat and different”, with something that speaks definitively to younger Millennial and Gen Z consumers.