Sustainability seems to be on everyone’s mind right now, but buzzwords like “regenerative agriculture” often mean different things to different people.
When McCain Foods announced earlier this year that all their potato suppliers would need to adopt regenerative agriculture practices by 2030, it didn’t come as a shock to the industry — sustainable food production isn’t only top of mind for Canadian potato growers, it’s a global trend.
The problem is, a recent study shows that less than one in ten Canadians understands what regenerative agriculture is, and a whopping 26 per pent admit they’ve never heard of the term.
“You ask most people about regenerative agriculture, and you’ll get a different answer from everyone,” says Colette Prefontaine, an experienced sales manager with FP Seeds. “Sometimes I think it’s a term some companies came up with to combat the idea of organic — because organic was painting a picture of what was bad and what was good.”
It’s not that the concept of regenerative agriculture doesn’t have merit — as Prefontaine says, it really comes down to “stewardship of the land, and I would argue that most farmers are taking care of their land. If not, things aren’t going to grow very well.”
But to lump those positive stewardship practices under one buzzword can create ambiguity, raising questions about the authenticity of the movement.
That doesn’t mean growers can dismiss it though — research indicates that 67 per cent of Canadian consumers want to learn more about regenerative agriculture, and as Dale Overton of Overton Environmental Enterprises points out, many of the practices have been shown to produce environmentally positive results.
“This whole regenerative ag scene is starting to really address some of the industry’s issues, and as more farmers get into it, I think it’s going to be a really good thing for the soil,” he says. “But it’s not a simple thing to do, especially with potato farming because it’s so intensive. It comes down to trying to use less chemicals, using cover crops, expanding rotations — really just thinking more intelligently about how we can be better stewards of the land.”
It’s not a simple or overnight process, Overton admits, and it’s made even more complicated by the fact that while growers can adopt these practices — and many already have — it still needs to translate back to the end user.
That’s one of the reasons McCain is launching the “Taste Good. Feel Good.” campaign, which aims to educate consumers about the importance of sustainable farming through its French fry product line.
The initiative will include several consumer engagement activities including an immersive augmented reality game, pop up style educational displays in major cities, and the launch of Regen Fries.
“Through everyday choices and engaging with our initiatives, consumers can help make a difference for the future of farming,” says Christine Kalvenes, McCain Foods’ Chief Innovation and Marketing Officer.
Consumer education programs like this can help at the end-user stage, but before that, the industry needs to help growers understand what shifts in their agricultural practices will most effectively move the needle.
“We can do all this research and agronomy work, but the knowledge transfer piece is the most important,” says Ryan Barrett, a professional agrologist from P.E.I who spoke about regenerative agriculture at the Manitoba Potato Production Days conference in February. “We need to be able to help growers understand how we make all of this a little easier, and how do we keep track of it?”
Despite consumer and government pressures, the ultimate success of regenerative agriculture will hinge on maintaining a dialogue among all stakeholders.
“We need to ensure we’re getting that knowledge back out to producers and stakeholders in a way that works for them,” Barrett says.
While there is still some confusion, the industry and consumers do agree that regenerative agriculture represents both a significant opportunity and challenge.
Ultimately, its future will rest on the industry’s ability to address skepticism, provide clear information, and support farmers in their transition to more sustainable farming practices.
