Speciality-Food-Magazine-JanuaryFebruary2025

specialityfoodmagazine.com 33 Award-winning Regenerative dairy brand Golden Hooves is inviting cheese sellers and fans to Regeneration Farm, their brand new Augmented Reality (AR) farm experience, which is going live at the end of January. Young and old alike can hop over the farm gate and explore this fun, innovative and interactive experience that was created by the Golden Hooves team to celebrate the work that First Milk farmers are doing to put nature, animals and people first, and to help everyone learn about regenerative dairy farming and where their food comes from. We’ve all heard of the term ‘regen’ by now, but do we really know what it means? Now there is a fun way to find out. Simply scan the on-pack code and you will be taken to ‘Regeneration Farm’ via any modern smartphone, tablet or computer. “We’d love to give everyone the chance to visit one of our regenerative farms, but it just isn’t possible, so we decided to bring the farm to people’s homes in a Golden Hooves launches AR farm fun and less muddy way!’ says First Milk’s Leona McDonald. The AR experience will do just that, providing a tour of the farmyard and fields, guided by farmers, Emma and Steve. This will include time with grazing cows, who are naturally fertilising the soil with every cow pat, a closer look at trees and hedgerows, which are buzzing with plant and wildlife, and a trip underground to see worms tunnelling, as well as microbes, fungi and dung beetles hard at work making sure all that magical cow poo gets put to good use. “We’ll be getting up close with cowpats, wriggling around with worms, and putting the right kind of bugs on your computers and phones!” explains Leona with an emphasis on ‘fun’ being ‘the key to education and engagement’. First Milk, the source of all the milk that goes into the Deliciously Regenerative Golden Hooves products, is a certified B-Corporation and was awarded the King’s Award for Enterprise for Sustainable Development in 2023. United by a shared commitment to healthy soil, healthy cows and healthy humans, the co-op’s 700 family-run farms are delivering better outcomes for the planet on a huge scale, supported by regular engagement, research and reporting to ensure that continual improvements can be achieved. With the launch coinciding with the final phase of the Big Food Redesign Challenge ran by the Ellen MacArthur Foundation in partnership with the Sustainable Food Trust (Golden Hooves have successfully made it through to the final stage) the AR experience delves into the regenerative story behind Golden Hooves’ products just in time for some “hugely exciting retail launches”, Leona hints. We’d love to give everyone the chance to visit one of our regenerative farms