It's all in the data...
The White Oaks Pasture study is one of the first carbon footprint assessments to take both emission sources and sinks into account (i.e. net emissions not just gross emissions).
Their study shows that beef can actually be carbon negative - meaning it removes more carbon equivalents from the atmosphere than it emits. Compare this with the plant-based Impossible Burger, which the study shows still emits more than it removes.
While we recognise that their farming system and the environment is different from our context, they're an example of how others globally are starting to account for and market regenerative outcomes.
This study challenges traditional carbon measurement methodology and, we too, will be looking to push the boundaries on current carbon science and policy.