The initiative, launched by Meadow Fresh, taps into behavioural data collected via Halter’s solar-powered wearable collars on cows at Tim Richards’ Georgetown–Ngapara farm. These collars feed real-time milking and activity data into the game, transforming everyday dairy performance into measurable fantasy league scores. Marketing manager Jen Jones explains that the game is designed to make dairy farming both “fun and visible,” showcasing the sophistication of modern dairying and its high-tech underpinnings. Farmer Tim Richards, whose herd of around 700 cows provides the backbone of the game’s data, was enthusiastic about the initiative because it required no extra work on farm. Richards has been using Halter technology for several years, and sees the game as a fresh way to spotlight the day-to-day dynamics of herd performance to a broader audience, potentially demystifying dairy farming for non-farmers.

Source: Otago Daily Times February 15, 2026 19:37 UTC