The corporate sponsorship of festivals is a squeamish topic, but when the firm in question flogs ice cream, the headline music act is a Marxist collective, and furry Friesians are roaming the site inviting you to stroke their udders, it seems dogma has been forgotten. Welcome to cowma, courtesy of Ben and Jerry.

For those who can yank themselves away from the bungee races and toe- wrestling, there is live music. Sophie Barker's solo set is so relaxing that nobody notices it, but Yeti manage to stir several heads up from the free chocolate chip. Like so many guitar bands, Yeti have a retro aesthetic, but plunder further back than most, creating perfect pop from sunshiney Beach Boys harmonies and moments of heart-warming psychedelia, particularly on the winning Never Lose Your Sense of Wonder.

British Sea Power play a typically solid set, although it's peculiar to see them without their usual stage greenery. Perhaps the cows scoffed it. Next up are Alabama 3, who come as something of a shock to the uninitiated. Already described in this newspaper as "the best live band in the country", the Brixton-based group of self-styled outlaws live up to their reputation, filling the stage with guests such as a Great Train Robber and several harmonica-wielding children.

Dressed in funereal black suits and hats, with the notable exception of the wonderful guest singer Zoe Reynolds, the group are irreverent reverends, possessed by the need to convert you to their bad blues faith. You can see how their music became The Sopranos theme tune.

"You don't dance to techno," they sing. Nor do you dance to the Thrills, whose routine defiance of the Trades Descriptions Act is such that we nab the chance to brave the queue for the stone-baked pizza shack, along with Jude Law's former nanny. Only in Clapham.