McCain launches Regen Fries, produced through regenerative agriculture

McCain Foods has announced the launch of Regen Fries, produced from potatoes grown using regenerative agriculture practices, as it seeks to step up its efforts in regenerative farming.

The food firm has committed to implementing regenerative agriculture practices across 100% of the acreage used to grow its potatoes by 2030, and said that 71% of its farmers are now at the ‘onboarding’ level of the McCain Regenerative Agriculture Framework – a roadmap for transitioning to sustainable farming.

McCain has also unveiled the Taste Good. Feel Good. campaign, which will highlight the production methods that go into producing each French fry, and ‘how an individual choice, while seemingly small, can have actionable impact’, the company noted.

Advancing regenerative agriculture

“At McCain, farming is at the heart of all we do,” commented Christine Kalvenes, McCain Foods’ chief innovation and marketing officer. “That is why we’re committed to advancing regenerative agriculture—to secure the future of fries and ensure they Taste Good and Feel Good. But real change happens when we all come together.

“Through everyday choices and the many ways we have made it easy to dig in on regenerative agriculture—whether learning, engaging, or enjoying our delicious Regen Fries—consumers can help make a difference for the future of farming.”

A recent survey undertaken by the brand alongside YouGov found that less than one in ten US and Canadian consumers understand regenerative agriculture, while 26% of Canadians and 35% of Americans have never heard of it.

At the same time, some 57% of Americans and 67% of Canadians expressed interest in learning more about farming and regenerative practices, with 62% of US consumers considering themselves ‘sustainably conscious’ – being aware of and making choices that support the environment and society for the long term.

In addition, 45% of US citizens agreed that they wanted to make more sustainable choices, but don’t know how their individual choices make a difference, according to the study.

Celebrity endorsement

McCain has also teamed up with actor and sustainability advocate Rachel Brosnahan to help raise awareness about regenerative farming and its impact, as well as partnering with chef Kolby Kash, and food influencer Poppy O’Toole.

“I’m inspired by McCain’s bold commitment to implement regenerative farming practices at 100% of the farms they partner with by 2030 and the big strides they’ve already taken towards this promise,” Brosnahan commented. “McCain is not just changing the way potatoes are farmed; they’re also changing the way people think about farming.”

McCain Foods operates 49 production facilities around the world, partners with 3,900 farmers, and generates over $16 billion CAD in annual sales. Some 6,644 adults participated in its survey, in the US, Canada and the UK. Read more here.