McCain Foods enters the Metaverse with Regen Fries

McCain Foods enters the Metaverse and introduces the new Regen Fries as part of the #SaveOurSoil initiative. Regen Fries are made with potatoes that are grown using regenerative farming methods.

McCain plans to implement regenerative agricultural practices across 100 per cent 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. 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 initiative is to educate and engage next-gen audiences, serving Regen Fries in the spaces where they are already enjoying spending time. Brought to life through collaborations with one of the largest metaverse platforms, Roblox, and the first NFT-themed restaurant, Bored & Hungry, McCain is providing a stage for younger audiences to better understand the challenges currently facing the farming community and the benefits of regenerative farming.

McCain’s free-to-play Farms of the Future game, integrated into Livetopia, one of the top 10 Roblox titles, allows players to virtually grow potatoes using regenerative farming methods. Players are rewarded when they apply regenerative practices, such as planting cover crops, integrating livestock through rotational grazing, and encouraging biodiversity.

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, Calif., until November 18. McCain Regen Fries and Bored & Hungry will be setting up pop-up locations to serve Regen Fries in Toronto from November 16 to 18.