McCain Chips In to Raise Awareness of Regenerative Farming

Added 4 months ago

McCain Foods, a major global producer of chips and fries, is launching a campaign to boost consumer awareness of regenerative agriculture after research showed limited public understanding of the term.

In a survey of 2,150 UK adults, McCain found that although 99% of people eat chips and many consider sustainability in their choices, only 7% said they knew much about regenerative farming. Additionally, 41% had never heard of it or understood its relevance to climate change.

McCain, which buys around 15% of the UK’s potato crop and works with over 250 British growers, has committed to using regenerative agriculture practices on all potato-growing land by 2030. Currently, 71% of its global farmer network has begun transitioning to the company’s regenerative framework.

The research also revealed that while 58% of consumers want to learn more about regenerative farming and nearly half are trying to make more sustainable choices, many are unsure how their actions contribute to change.

To help bridge that gap, McCain has launched the “Taste Good, Feel Good” campaign across the UK, US, and Canada. The initiative includes immersive elements such as a gaming experience that places users in a “Farm of the Future.”