McCain steps up regenerative agriculture efforts

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.

"Agriculture is at the heart of our business, and our commitment to regenerative agriculture is at the core of our sustainability journey,” said Max Koeune, President and CEO of McCain Foods. “In the face of challenges like extreme weather, geopolitical unrest, and inflation, McCain remains dedicated to working with partners and communities to drive meaningful progress toward its targets to achieve a resilient supply chain and a more sustainable future.”

McCain ‘regen fries’ campaign

To further contribute to the development of regenerative agriculture, the brand has launched a campaign called ‘regen fries’, aiming to help consumers understand why regenerative farming matters and how swapping to potato products made through these practices can support a more resilient food system.

“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," commented McCain Foods' Chief Innovation & Marketing Officer, Christine Kalvenes.

The campaign includes a collaboration with actress Rachel Brosnahan, a gaming experience when players learn to farm potatoes according to regenerative agriculture principles, and real life experiences.

Research commissioned by the brand shows that less than one in ten Americans  and Canadians understand the concept of regenerative agriculture practices, with 26% of Canadians and 35% of Americans having never heard of it.

McCain sustainability progress

Beyond the progress achieved towards its regenerative agriculture target, McCain has also increased the proportion of electricity from renewable sources to 23% and reduced absolute Scope 1 and 2 emissions by a 12% since 2017.

Water use efficiency has also improved by 20% at priority plants since 2017, and McCain has converted 22% of its total portfolio to water stress-tolerant potato varieties.

However, the company recognises that it still has “significant work to do” to meet its target to cut GHG emissions per tonne from potato farming, storage, and freight by 25% by 2030. Since its 2017 baseline, emissions intensity has increased by 3.1%, despite a 2.9% drop between 2023 and 2024.

“This increase in intensity is largely due to fluctuating weather patterns over recent years, which have increased demand for water and fertiliser in key regions and reduced yield. We recognise the scale of the task ahead and are focused on identifying solutions that will help us get back on track,” McCain said in its sustainability report.