Fast-food chain McDonald's has launched a three-year project to look at ways to cut greenhouse gas emissions from cows.
The burger giant, which uses beef from 350,000 cattle a year, will study methane emissions from cattle across 350 UK farms.
The study, which is being carried out by an independent energy consultancy, will be the first to look at data from working farms.
Consultants will calculate methane emissions released over three years, publishing results at various stages to advise farmers on ways to reduce emissions and increase efficiency.
The first readings are set to be revealed in April, and if the proves successful the project will be extended to McDonald's across Europe.
Steve Easterbrook, McDonald's UK chief executive, said the project would help drive reductions in the firm's beef supply chain.
"At the same time it should also deliver real financial benefits to the farmer," he told the Observer.
The announcement comes after DEFRA secretary Hilary Benn called on the food industry to reduce greenhouse gas emission as part of the government's Food 2030 strategy, which he unveiled at the Oxford Farming Conference last week (5 January).