McCain steps up regenerative agriculture efforts
The brand's 'regen fries' campaign aims to educate consumers on sustainable farming.
Canadian food company McCain has onboarded 71% of its farmers to its regenerative agriculture framework and launched a new campaign to raise awareness among consumers.
This is all part of McCain’s goal to implement regenerative agriculture practices across 100% of the potato acreage used to grow its potatoes by 2030. In its 2024 sustainability report, the firm says that nearly three-quarters of its farmers have been onboarded to the programme, and that 24% are actively engaged in implementing practices that aim to improve farm resilience.
