In Norway a new breeding project will focus on enhancing efficiency and reducing the environmental footprint of Norwegian Red cattle by improving feed efficiency and methane emission reduction. Additionally it will refine reproductive and genomic technologies and explore the benefits of integrating purebreds and crossbreds. With a total project investment value of around one million euro, half funded by the Norwegian Research Council and half provided by Geno. Geno is the cooperative breeding organization of Norwegian Red, the main dairy breed in Norway. Geno launches this project to advance sustainable breeding practices for Norwegian Red dairy cattle. The project will involve collaboration with researchers from the Norwegian University of Life Sciences (NMBU) and the Scottish Roslin Institute which is part of the university of Edinburgh.