McCain Foods, the maker of one in four fries worldwide, is making big strides towards its regenerative agriculture commitment, digging in with the aim to help combat climate change over time and secure the future of everyone’s favorite food, the golden French fry. According to research, most people are not sure what regenerative agriculture is or its potential role in mitigating the impacts of climate change, with a survey finding that less than one in 10 Americans understand the concept of regenerative agriculture practices, with 35% of Americans having never heard of it.

Despite this, more than half (57%) of Americans want to learn more about farming or regenerative agriculture, with nearly half the respondents in the U.K. and U.S. (45% in the U.S.) looking to “make more sustainable choices but feel they don’t know how their individual choices make a difference” in their daily lives.

McCain has committed to implementing regenerative agriculture practices across 100% of the acreage used to grow its potatoes by 2030 and now reports that 71% of its farmers are at the onboarding level of its Regenerative Agriculture Framework — a roadmap to support farmers’ progression toward a regenerative model of farming. Through its farms of the future, which are commercial-scale hubs of research and innovation, McCain is testing and scaling regenerative agriculture practices to support farmers worldwide.

To help consumers understand why regenerative farming matters and how a simple product-choice swap supports the journey to a more resilient food system over time, McCain is launching the “Taste Good. Feel Good.” campaign, celebrating how great fries can taste while fostering future-focused farming methods. The initiative aims to bring to life the farm-to-fry experience, showing how the French fry has purpose beyond its craveable nature and how an individual choice, while seemingly small, can have actionable impact.

Through the “Taste Good. Feel Good.” campaign, McCain is asking fry lovers to dig in through various playful and innovative ways to learn more and show their support for regenerative farming.

“At McCain, farming is at the heart of all we do,” said Christine Kalvenes, chief innovation and marketing officer at McCain Foods. “That is why we’re committed to advancing regenerative agriculture — to secure the future of fries and ensure they taste good and feel good. But, real change happens when we all come together. Through everyday choices and the many ways we have made it easy to dig in on regenerative agriculture — whether learning, engaging or enjoying our delicious Regen Fries — consumers can help make a difference for the future of farming.”

All figures, unless otherwise stated, are from YouGov. The total sample size was 6,644 adults (2,023 in Canada; 2,471 in the U.S.; and 2,150 in the U.K.), all aged 18+. The fieldwork was undertaken between February 11 and 19. The survey was carried out online. The figures have been weighted and are representative of all Canadian, American and British adults aged 18+.

About McCain Foods
McCain Foods Limited is a family-owned business that was founded in 1957 in Florenceville, New Brunswick, Canada. Today, the company is the world’s largest manufacturer of frozen potato products and a global leader in prepared appetizers and snacks. Its products can be found in restaurants and retail stores in more than 160 countries around the world. The company has major production, retail and corporate operations around the world; employs approximately 22,000 people; operates 49 production facilities on six continents; collaborates with 3,900 farmers; and generates annual sales in excess of $16 billion.