McCain Foods, the global leader behind one in four fries consumed worldwide, is taking significant steps toward its commitment to regenerative agriculture. The company aims to support long-term environmental sustainability while securing the future of the beloved French fry.
Many people remain unfamiliar with regenerative agriculture and its role in mitigating climate change. Recent surveys indicate that fewer than one in ten Canadians fully understand the concept, while over a quarter have never heard of it. Despite this lack of awareness, interest in learning more is high. Two-thirds of Canadians express a desire to understand farming and regenerative agriculture, while nearly half of respondents in the UK and US want to make more sustainable choices but struggle to see how their individual decisions make an impact.
McCain has pledged to implement regenerative agriculture practices across all the land used to grow its potatoes by 2030. Currently, 71% of the company’s farmers have reached the onboarding stage of its Regenerative Agriculture Framework, which serves as a roadmap to help them transition to sustainable practices.
To further its mission, McCain is using its Farms of the Future program to test and scale regenerative agriculture methods, creating research-driven hubs that support farmers worldwide. In an effort to educate consumers on the significance of these practices, the company is launching the Taste Good. Feel Good. campaign, which highlights the connection between responsible farming and great-tasting fries. This initiative aims to demonstrate how simple choices such as selecting fries made with sustainably grown potatoes can contribute to a stronger and more resilient food system.
To make learning about regenerative farming engaging and interactive, McCain is introducing various initiatives that encourage consumer participation.
One of the most innovative approaches is the Farms of the Future AR game, an augmented reality experience that immerses players in a virtual farm inspired by McCain’s North American Farm of the Future. Players earn points by making fries while learning about sustainable agriculture. Rewards include upcycled and recycled merchandise, free fries, and even farm-themed getaways.
In addition to the digital experience, McCain is bringing the farm-to-fry journey to life with an immersive event at Chelsea Market in New York City. Running from February 27 to March 1, this experience allows visitors to explore how regenerative farming impacts food production. Guests can enjoy interactive activities and sample Regen Fries, which are made exclusively from potatoes grown using regenerative methods.
A highlight of the event is the Fries of the Future Cafe, where guests can try free fries with recipes crafted by sustainability advocates and culinary experts. Collaborators include award-winning actor and French fry enthusiast Rachel Brosnahan, social media sensation Poppy O’Toole, and chef Kolby Kash.
To further amplify awareness, McCain has partnered with Brosnahan to promote the benefits of regenerative farming. She expressed admiration for the company’s commitment to transforming agricultural practices, emphasizing that McCain is not only revolutionizing potato farming but also reshaping public perception of sustainability in food production. Brosnahan shared her enthusiasm for Regen Fries, praising their great taste while recognizing their role in supporting sustainable farming.
McCain is also engaging influencers across North America and the UK to spread awareness. O’Toole and Kash both star in the company’s latest Regen Fries brand film, which invites consumers to experience the connection between farming and delicious food.
Additionally, McCain has enlisted artists and creators such as Currie Goat, Brothers Make, and Kelly Anna to design exclusive merchandise celebrating regenerative agriculture. Consumers can enter to win these unique items by participating in social media contests or playing the Farms of the Future AR game.
McCain’s commitment to sustainability is rooted in its deep connection to farming. The company continues to push forward with regenerative agriculture, making it easier for consumers to get involved whether by learning more, engaging with the initiatives, or simply enjoying a plate of Regen Fries. Through everyday choices, consumers can contribute to a more sustainable future for farming and food production.
