Products of Change


Thu 03 Nov 2022 | by Rob Hutchins

McCain Foods enters Metaverse with Roblox to drive regenerative farming education

McCain Foods is entering the Metaverse to introduce its new Regen Fries – chips made with potatoes grown using regenerative farming methods - as part of the #SaveOurSoil initiative. McCain’s Regen Fries are produced via regenerative farming methods which build soil health, improve biodiversity, and enhance on-farm resilience to climate change. It all falls under the food brand’s commitment to reimagine farming methods that benefit the planet and communities. McCain has committed to implement regenerative agricultural practices across 100% of its potato acreage worldwide by the end of 2030. “We believe regenerative agriculture is vital in trying to make the global food system more sustainable,” 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 its #SaveOurSoil campaign is to now educate and engage the next generation of audiences, by serving Regen Fries in the spaces they are already spending time. To do so, McCain has partnered with one of the largest metaverse platforms, Roblox, and the first NFT-themed restaurant, Bored & Hungry to provide a stage for younger audiences to understand the challenges facing the farming community and the benefits of regenerative farming. Available to play around the world now, McCain’s free-to-play Farms of the Future game has been integrated into Livetopia – one of the top ten Roblox titles – allowing 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 encouraging biodiversity. Meanwhile, Bored & Hungry – the world’s first NFT-themed restaurant – will serve McCain Regen Fries at its flagship location in Long Beach, California for a limited time. McCain Regen Fries x Bored & Hungry will set up pop-up locations to serve Regen Fries in London this November 3rd and 4th. “It’s 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,” said Kalvenes. “Regen Fries, the Farms of the Future game, and the Bored & Hungry collaboration are an experiential, fun, and effective way to bring this discussion. As we march towards 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 globaslly.”