Happy Cow plans crowdfunding campaign
Happy Cow Milk Company founder Glen Herud hopes to raise money through crowdfunding in March.
In May last year, Happy Cow went into liquidation, which seemed to end Herud’s dream of reinventing dairying, with ethical farmers supplying milk to local consumers.
The dream has been reborn, however, with Happy Cow having transformed from a milk company into a technology company with support from 779 people making regular donations through the online Patreon patronage service.
‘‘Hopefully, we will be on farm in February making sure the technology works, and we hope to do an equity crowdfunding campaign in March,’’ Herud said.
He expected that those who had supported him would be among those buying shares in the company.
Cantabrian Herud founded Happy Cow Milk Company in 2012 with the aim of creating a more ethical and sustainable dairy model than that of the large dairy companies.
At the centre of its appeal was the idea that there was a growing niche of consumers willing to pay more for their milk, if they were convinced of its local and ethical credentials, including that the cows were well-treated.
But while Happy Cow’s original business model failed, Herud has been developing milking and pasteurising units that can be placed on existing dairy farms and lifestyle blocks.
The units would allow the creation of a network of smaller ethical farmers to supply pasteurised (but not homogenised) milk to be sold through dispensing machines in places as varied as supermarkets, cafes and dairies, and maybe one day, even schools. Buyers would refill their own bottles at the dispensers.
Cutting dairying’s plastic footprint was a big part of the sales appeal of Happy Cow to conscious consumers.
Herud said the technology, which would be remotely monitored and managed by Happy Cow, was in the process of being patented.
‘‘The existing technology doesn’t really suit small-scale operations,’’ he said.
‘‘The existing equipment is quite expensive, and it requires a lot of maintenance, and labour, to keep it running.’’
Herud said he had followed the principles of Apple in creating the units, with the focus on creating technology that was easy to own and use.
The Happy Cow technology could be operated by a 16-year-old with some basic online training, he said.
Herud said he was thankful for the support that had kept Happy Cow going, and he had been striving not to repeat the mistakes that led to the liquidation in May.
This included recognising the need to bring in outside advisers and professionals to help him develop the technology and take it to market.
‘‘We are building an advisory board, and getting some professional people to make sure I don’t muck this up, because you don’t get a third chance,’’ he said.
He believed technology could find a global niche, as the units could work anywhere.
The rebirth of Happy Cow has not been greeted as good news by everyone, however.
The idea of happy dairy cows caused what appeared to be a coordinated vegan trolling of Herud’s Facebook page on December 31.
‘‘Lolololololololol ‘happy cows’ yeah I’m sure they love being exploited and slaughtered,’’ said Californian Telina Lambrecht.
Midge Mabel posted: ‘‘Selfish, raping, baby stealing, murderer’s.’’