A politically correct hamburger is not selling well in Australia.
Grill’d, a retailer with 61 stores, has found little public enthusiasm for its low-methane beef, so it cutting off supplies to all but seven of its stores.
Those seven are located in “environmentally-aware” communities., the company said.
A Grill’d executive told Australian industry news site Beef Central that the burgers would now be priced the same as standard beef versions. They were charging $1 extra for the Gamechanger burgers.
The company said the Gamechanger is made from cattle belching and farting two-thirds less climate-changing methane. Grill’d called it “the world’s first all-natural sustainable beef burger” when rolling out the sandwiches in January 2023.
The company sources its Gamechanger hamburger from Angus herds raised on grass and fed seaweed pellets to lower methane gas emissions.
Grill’d also markets vegetarian burgers, chicken sandwiches, wagyu beef and lamb burgers.
The company has a history of short-lived sustainability experiments, including an entirely plant-based menu at a few locations, and a no-meat menu once a week, Meat Central reported.
