America's first bovine Krishna sanctuary is trying out a new strategy for lean times: adoption. For just $51 a month, supporters of West Virginia's New Vrindaban will get photos and regular updates about their cow, the Wall Street Journal reports. Built by the Hare Krishnas in 1968, the small village is struggling to care for its 80 cows—mainly rescued cattle and their offspring.
The sanctuary's cows are hugged, kissed, and milked to make offerings to Lord Krishna. The Hindu deity taught his followers to revere cows, who roam freely in India. But in the beef-loving US, saving cows is proving a tougher task. Hare Krishna groups offer adopt-a-cow programs nationwide, some even detailing the cows' personalities. One animal is touted as a "party animal," another "Mister Handsome Heartbreaker."