McCain Foods, a producer of frozen potato products, is expanding its commitment to regenerative agriculture as part of a broader effort to address climate challenges and secure the future of potato farming. The company aims to implement regenerative practices across all farmland used to grow its potatoes by 2030. Currently, 71% of its farmers have reached the onboarding level of the McCain Regenerative Agriculture Framework, a roadmap designed to support the transition to improved farming methods.
Despite growing discussions around farming practices, research shows that the concept of regenerative agriculture remains largely unfamiliar to the public. A survey found that fewer than 10% of Americans and Canadians understand what it entails, with 26% of Canadians and 35% of Americans having never heard of it. However, interest in farming methods that improve the land is increasing, with 57% of Americans and 67% of Canadians expressing a desire to learn more. Additionally, nearly half of the respondents in the U.S. and U.K. indicated that they want to make better food choices but feel uncertain about how their individual decisions contribute to broader environmental efforts.
As part of its ongoing efforts, McCain Foods is conducting research and testing regenerative agriculture techniques at its Farms of the Future, commercial-scale hubs focused on improving soil health, biodiversity, and water conservation to enhance resilience and productivity in potato farming.
To increase public awareness, McCain has launched the "Taste Good. Feel Good." campaign, which aims to highlight the role of regenerative farming in food production. The initiative includes an interactive exhibit at Chelsea Market in New York City, running from February 27 to March 1, where visitors can explore the impact of improved farming methods and sample fries made with potatoes grown under these practices.
Additionally, McCain has introduced a new augmented reality game, "Farms of the Future AR," which allows users to interact with a virtual farm inspired by its work in regenerative agriculture. The game offers participants the chance to win prizes, including items made from upcycled materials and farm-themed experiences.
The company has also partnered with actor Rachel Brosnahan and chefs Poppy O'Toole and Kolby Kash to promote awareness of regenerative farming. Brosnahan expressed her support for the initiative, stating that McCain's efforts go beyond farming, helping consumers understand the broader impact of how food is produced.
McCain's approach to regenerative agriculture also includes collaborations with artists and creators who have designed products reflecting the company's efforts in farming. These partnerships aim to encourage wider discussions on the future of food production.
Christine Kalvenes, McCain Foods' Chief Innovation and Marketing Officer, emphasized that farming is central to the company's operations, adding that regenerative agriculture plays a key role in ensuring long-term food production and environmental responsibility. She noted that while companies can lead these efforts, meaningful change happens when consumers, businesses, and farmers work together to improve farming practices.
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McCain Foods
Email: media@mccain.ca
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