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Marketing and Comms
McCain Foods Enters the Metaverse with Regen Fries, Showing Potential of ‘Farms of the Future’

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 purposefully, it offers a unique opportunity to establish an authentic touchpoint through which to engage consumers on deeper issues. One example, Hyundai, partnered with Roblox on its “Hyundai Mobility Adventure” — a space that showcases more sustainable mobility lifestyles, as part of the company’s shift toward zero-emission vehicles.

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 Kalvenes, McCain’s Global Head of Innovation and Marketing. “Working together with farmers and consumers, we want to enable and speed the transition to regenerative farming practices.”

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 farming.

McCain x Roblox: Farms of the Future

McCain’s new, free-to-play "Farms of the Future" game — 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 crops, integrating livestock through rotational grazing, and fostering biodiversity.

McCain x Bored & Hungry: Regen Fries Pop-Up

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 16th-18th).

“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, globally.”