Published 1 year ago.
About a 3 minute read.
Image: McCain Foods
Through collaborations with Roblox and the first NFT-themed restaurant, Bored & Hungry, McCain is providing a fun way to help younger audiences understand the problems with conventional farming and the benefits of regenerative practices.
McCain Foods, the world’s largest manufacturer of
prepared potato products, is entering the metaverse with its new “Farms of the Future” game in partnership with metaverse giant Roblox, featuring Regen
Fries — made with potatoes that are grown using
regenerative farming methods which build soil health, improve biodiversity and
enhance on-farm resilience to climate change.
Brands are flocking to
establish their presence in the rapidly expanding metaverse, many simply to
create a new revenue-driving consumer-engagement stream. But if brands approach
this new frontier consciously and
it offers a unique opportunity to establish an authentic touchpoint through
which to engage consumers on deeper issues. One example, Hyundai, partnered
on its “Hyundai Mobility
— a space that showcases more sustainable mobility lifestyles, as part of the
company’s shift toward zero-emission
Canada-based McCain has committed to implement regenerative ag
practices across 100 percent of its potato acreage worldwide by the end of 2030.
The company recognizes the education potential that lies with younger consumers
as part of a holistic effort to transform the food system for the betterment of
people and planet; hence, its #SaveOurSoil initiative — of which
“Farms of the Future” and Regen Fries are a part.
“We believe regenerative agriculture is vital in trying to make the global food
system more sustainable. If we don't change the way we farm, the implications
are bleak – and we cannot allow that to happen,” said Christine
Global Head of Innovation and Marketing. “Working together with farmers and
consumers, we want to enable and speed the transition to regenerative farming
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The aim of #SaveOurSoil is to educate and engage next-generation audiences,
serving Regen Fries in the spaces where they are already enjoying spending time.
Brought to life through collaborations with Roblox and the first NFT-themed
restaurant, Bored & Hungry, McCain is
providing a fun way to help younger audiences to better understand the
challenges facing farming around the world and the benefits of regenerative
McCain’s new, free-to-play "Farms of the Future"
integrated into Livetopia, one of the top-ten Roblox
titles — allows players to virtually grow potatoes using regenerative farming
methods that improve and restore soil health. Players are rewarded when they
apply regenerative practices such as planting cover
through rotational grazing, and fostering
Bored & Hungry — the first restaurant to
bridge the metaverse and real-life experience — will serve McCain Regen Fries at
its flagship location in Long Beach, California for a limited time beginning
October 28th and running through November 18th; and bringing the collaboration
abroad in November, with McCain Regen Fries x Bored & Hungry pop-up locations to
serve Regen Fries in London (November 3rd-4th) and Toronto (November
“It is important we reach out to younger consumers with the right message, in
the right location, at the right moments of receptivity – meeting them where
they are. This will be important in raising awareness for building a more
sustainable food system through regenerative agriculture,” Kalvenes says. “Regen
Fries, the Farms of the Future game, and the Bored & Hungry collaboration are an
experiential, fun and effective way to begin this discussion. As we march toward
2030, #SaveOurSoil is an important effort to help build a community and raise
awareness for why we’re so committed to a future of sustainable farming,
Published Oct 31, 2022 2pm EDT / 11am PDT / 6pm GMT / 7pm CET