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 could 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 had followed the principles of Apple in creating the units, with the focus on creating technology that was easy to own, and easy to use.
The Happy Cow technology could be operated by a 16-year-old with some basic online training, he said.
Herud was thankful for the support that’s kept Happy Cow going, and said 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 not trying to repackage the same old broken system,” he said.
“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 believed technology could find a global niche, as the units could work anywhere in the world.
Happy Cow Milk Company founder Glen Herud hopes to raise money through crowd-funding in March.
