A startup orchestrated widespread media coverage by announcing that a Brazilian rancher secured a $19,600 loan by tokenizing 10 cows. This feel-good story was in fact a PR stunt for agtech firm Cowmed. The rancher, João Guilherme Brenner, owns over 500 cattle across more than 530 hectares, serves as president of Paraná’s Holstein breeders association, and sits on the board of a state-backed livestock development fund. The loan represents less than 1% of his land value, and the combined tokenized livestock lending target of 200 million Brazilian reais by the two companies involved is currently only 1% fulfilled.
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