McCain Launches Consumer Campaign with “Regen Fries” to Promote Regenerative Agriculture

By Agroempresario.com

McCain, the Canadian food giant renowned for its frozen fries, has launched a groundbreaking campaign to educate consumers on the importance of regenerative agriculture. As part of this initiative, McCain introduced its limited-edition “regen fries,” which will be sold through food retailers in the UK and US. These fries are made using potatoes grown exclusively on McCain’s Farm of the Future in North America.

The “regen fries” are part of a broader effort to engage consumers and influence their everyday food choices, making it easier for them to understand and support regenerative agriculture. Christine Kalvenes, McCain Foods' chief innovation and marketing officer, emphasized that the campaign is designed to educate the public about why regenerative agriculture is critical for the future of food production.

The company’s approach goes beyond just offering a product; it incorporates a multifaceted educational experience. A dedicated website includes a short film, an immersive AR experience, a video game, and appearances from actress Rachel Brosnahan, among other interactive elements. The campaign gamifies the learning process, aiming to make regenerative agriculture more accessible and engaging for consumers. Participants also have the chance to win prizes, including free fries.

While many consumers have heard of regenerative agriculture, studies show that few fully understand its benefits. McCain’s campaign seeks to bridge this knowledge gap and demonstrate the importance of regenerative practices in food production. As industry leaders discussed at the recent Regenerative Food Systems Investment (RFSI) Europe event, effective branding is key to spreading the message about regenerative agriculture and encouraging consumers to pay a premium for sustainably produced products.

Alongside the launch of the “regen fries,” McCain also released its 2024 Global Sustainability Report, which outlines its goals and progress in implementing regenerative agricultural practices. The company aims to adopt these practices across 100% of its potato acreage by 2030, partnering with over 3,900 farmers worldwide. To date, McCain has engaged 71% of its farmers in regenerative practices, with 24% focusing on improving farm resilience.