McCain Unveils Consumer Awareness Campaign for Regenerative Agriculture

Key Takeaways

McCain launched “regen fries” to promote regenerative agriculture in the UK and US.
The initiative includes a digital campaign featuring educational tools and prizes.
McCain aims for 100% of its potato acreage to adopt regenerative practices by 2030.

New Initiative for Regenerative Agriculture

Canadian food giant McCain, renowned for its frozen fries, has introduced a new initiative to promote sustainability in the food industry. This week, McCain unveiled “regen fries,” which are being rolled out through retailers in the UK and the US. These limited-release fries are designed to stimulate consumer awareness about the importance of regenerative agriculture in shaping the future of food systems.

According to Christine Kalvenes, McCain Foods’ chief innovation and marketing officer, the idea is to make it easier for consumers to engage with and understand regenerative agriculture. The “regen fries” are created exclusively from potatoes grown at McCain’s Farm of the Future in North America. As part of this initiative, McCain is launching a campaign that encompasses more than just the fries; it includes a dedicated website featuring a short film, an augmented reality (AR) immersive experience, and cameo appearances from actress Rachel Brosnahan, alongside a video game and other interactive elements that aim to gamify the learning experience surrounding regenerative agriculture. Participants in the campaign can win various prizes, including the signature fries themselves.

Market research indicates that while many consumers recognize the term “regenerative agriculture,” comprehension of the concept is limited. Industry experts speaking at the Regenerative Food Systems Investment (RFSI) Europe event in Brussels highlighted the significance of branding in conveying the benefits of regenerative agriculture to consumers. Effective branding may also encourage shoppers to pay a premium for products sourced from regenerative practices.

In conjunction with the introduction of the regen fries, McCain released its 2024 Global Sustainability Report, detailing the company’s ongoing efforts and goals related to regenerative agriculture. The report outlines six foundational principles that guide McCain’s approach: minimizing soil disturbance, integrating organic and livestock elements, enhancing crop and ecosystem diversity, ensuring farm resilience, protecting soils using living plants when possible, and reducing the use of agrochemicals while optimizing water management.

McCain has set an ambitious target to implement regenerative practices across 100% of its potato acreage utilized for McCain products by 2030. The company is collaborating with over 3,900 farmers worldwide to achieve this goal. Notably, 71% of these farmers were onboarded in 2024, with 24% already engaged in practices aimed at bolstering farm resilience.

This dual approach—introducing a product while simultaneously providing consumers with educational resources—represents a significant step for McCain in both driving sustainability initiatives and reshaping consumer perceptions and behaviors towards regenerative agriculture. As the food industry increasingly embraces sustainable practices, McCain positions itself at the forefront of this transition, making strides toward a more eco-friendly future in agriculture.

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