Roblox farming is about to be a thing. Frozen food maker McCain Foods wants young consumers to grow potatoes in the metaverse in a new game on the platform.

The world’s largest producer of finished potato products hopes to educate its customers about the challenges facing the farming community and the benefits of regenerative agriculture.

Built into the popular Roblox game Livetopia, Future Farms allow players to virtually grow potatoes using regenerative farming techniques that improve and restore soil health. The game will be free.

Players will be rewarded when applying regenerative techniques such as planting cover crops, integrating livestock through rotational grazing, and promoting biodiversity.

“It is important to reach young consumers with the…