Brave Robot is entering into the brave new world of cryptocurrencies. The company announced today that consumers can now by its ice cream made from fermented flora with Bitcoin, Bitcoin Cash, DAI, Ethereum, Litecoin, or USD Coin. Crypto payment is available on Brave Robot’s direct-to-consumer website and was made possible through a partnership with Coinbase Commerce.
Brave Robot’s ice cream is made using Perfect Day’s technology, which ferments micro-flora organisms to recreate dairy proteins. The result is animal-free milk, ice cream and other dairy products that closely mimic “the real thing.”
In its press announcement, Brave Robot explained the crypto move by writing:
With millennials and Gen Z adopting decentralized currencies and blockchain technology becoming one of the most significant technological innovations, Brave Robot is thrilled to integrate cryptocurrency payment options for consumers to facilitate secure online transactions through Coinbase Commerce.
Cryptocurrencies have made headlines throughout the year because of a combination of sky-high values (one bitcoin was worth as much as almost $65,000 in April of this year) and its volatility (bitcoin fell to $29,000 per coin in July before rebounding back up to $46,000 as of this writing). This creates a bit of a dicey proposition for Brave Robot. The crypto people use to pay for ice cream today could be worth a lot more or a lot less in the coming weeks depending on the markets (excluding USD Coin, which stays at $1).
But raging volatility aside, cryptocurrencies represent a totally new way of thinking about money, just as Brave Robot/Perfect Day represent new ways of thinking about dairy. And at the very least, this stunt could help establish crypto as a legitimate payment method. So the marriage of the two actually makes sense.
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