McCain Foods is making significant strides in its commitment to regenerative agriculture.
The company, known for producing one in four fries globally, is focussing on implementing more sustainable practices to secure the future of one of the world’s favourite foods, according to a media release. At the same time, McCain’s wants consumers to know why these practices matter.
Recent research conducted by the company indicates a lack of understanding among consumers regarding the concept and potential benefits of regenerative agriculture. In fact, a survey reveals that less than ten percent of Canadians fully grasp the principles of regenerative farming, with 26 per cent of respondents stating they’d never heard of it.
Nevertheless, 67 per cent of Canadians expressed a desire for greater knowledge about farming and regenerative agriculture. Similar sentiments were found in parallel surveys conducted in the UK and US, where many respondents aim to make sustainable choices but struggle to understand how their individual actions can contribute.
To address these concerns, McCain’s aims to implement regenerative techniques across 100 per cent of the potatoes it sources by 2030. Currently, 71 per cent of farmers involved in the company’s supply chain have reached the Onboarding level of the McCain Regenerative Agriculture Framework — a strategic roadmap designed to support farmers transitioning to more sustainable methods. Through its “Farms of the Future,” McCain is testing and scaling these practices at commercial sites worldwide.
To communicate the significance of regenerative farming to consumers, McCain has launched the “Taste Good. Feel Good.” campaign, which highlights the journey from farm to fry. This initiative underscores how making informed product choices can contribute to building a more resilient food system.
Innovative tactics include the introduction of an augmented reality game called “Farms of the Future AR.” Players can immerse themselves in a virtual farming experience, learning about sustainability while earning rewards such as recycled swag and free fries based on their gameplay.
Additionally, McCain is hosting a “Farms of the Future” experience at Chelsea Market in New York City from Feb. 27 to March 1. Visitors will have the opportunity to discover the impact of regenerative practices through engaging, interactive displays. The event will also feature the “Fries of the Future Cafe,” showcasing recipes from sustainability advocates and celebrated chefs.
Notably, McCain has partnered with actor Rachel Brosnahan to raise awareness about regenerative agriculture.
“I’m inspired by McCain’s bold commitment to implement regenerative farming practices at 100 per cent of the farms they partner with by 2030 and the big strides they’ve already taken towards this promise,” Brosnahan says. “McCain is not just changing the way potatoes are farmed; they’re also changing the way people think about farming.”
The campaign includes collaborations with various influencers and artists, encouraging consumers to actively engage with McCain’s journey toward sustainability.
“At McCain, farming is at the heart of all we do,” says Christine Kalvenes, McCain Foods’ Chief Innovation and Marketing Officer. “Through everyday choices… consumers can help make a difference for the future of farming.”
As part of the larger narrative, a study on consumer attitudes towards food choices reveals that 98 per cent of Canadians eat fries. A significant 72 per cent consider themselves sustainably conscious, while 66 per cent want to learn more about farming practices.
