This innovative dairy engagement platform draws on actual performance metrics from herd data collected at Nottingham Dairy Farm in North Otago, where cows are fitted with solar-powered smart collars developed by agritech firm Halter. These devices track location, movement and behaviour, turning everyday herd activity into scorable fantasy sports metrics that determine weekly outcomes and standings.

Players can join Fantasy Herd, build their lineup, and choose a “captain cow” ahead of the competition’s first round. Drafting opened on February 9, giving participants time to strategise before competition begins. After six rounds of play, the participant with the highest cumulative score wins a NZD $20,000 prize, adding a competitive and commercial edge to the experience.

Organisers say the project bridges the gap between livestock production and the broader public by making dairy farming fun, visible and accessible to consumers who normally see only finished products on retail shelves. Meadow Fresh’s marketing manager highlighted the initiative’s aim to showcase the technology, care and skill involved in modern dairy operations, using entertainment to enhance understanding and appreciation.