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McCain Foods wants young consumers to farm its metaverse potatoes

McCain Foods wants young consumers to farm its metaverse potatoes
  • The game will be released today on Livetopia. Farms of the Future allows players to grow potatoes using regenerative farming methods virtually. 
  • The company will also work with Bored and Hungry to manage pop-up locations in London and Toronto.

Frozen food giant McCain Foods wants young consumers to grow their Metaverse potatoes in a new game on Roblox. The world’s largest manufacturer of prepared potato products looks forward to educating you about the challenges farmers face and the benefits of regenerative agriculture. He said in a statement. Integrated with the popular Roblox game Livetopia, Farms of the Future allows players to virtually grow potatoes using regenerative farming methods that improve and restore soil health. The free game starts today. Use regenerative practices such as planting cover crops, integrating livestock through rotational grazing and promoting biodiversity.

“It’s important to reach younger consumers with the right message, in the right place, at the right moments of receptivity, and to meet them where they are. This will be important in raising awareness of building a more sustainable food system. Through regenerative agriculture,” said Christine Kalvenes, global head of innovation and marketing at McCain. The announcement comes at a growing concern about protecting underage gamers on platforms like Roblox.

This is not a new phenomenon. Branded minigames, sometimes called advergames, certainly predate the Metaverse. Taco Bell gave away games with their kids’ mealtimes on floppy disks more than two decades ago, and IKEA released a line of furniture in Sims 2 Choice for brand collaborations, but he’s not the only one McCain is working with.

The company is also collaborating with Bored and Hungry, a restaurant at the Bored Ape Yacht Club in Long Beach, California. 16-18, where McCain promotes his new “Rain Fries” grown using regenerative farming methods.

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