McCain Foods Unveils New Regen Fries And Bold Campaign, "Taste Good. Feel Good." That Rewards You For Learning More About Regenerative Agriculture And Its Role In The Future Of Fries

• Rachel Brosnahan has partnered with McCain to drive consumer awareness around its regenerative farming journey, following the brand's meaningful progress towards its commitment of implementing regenerative practices across potato acreage used to grow its potatoes by 2030
• New research revealed that less than 1 in 10 Brits understand the concept of regenerative agriculture, with 25% of Brits having never heard of it.
• McCain is bringing "Fries of the Future" to the U.S. with new, first-to-retail 'Regen Fries' through the Extra Crispy Crinkle and Straight-Cut Fries product for a limited time

LONDON, Feb. 27, 2025 /PRNewswire/ -- McCain Foods, the maker of 1 in 4 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 1 in 10 Brits understand the concept of regenerative agriculture practices, with 25% of Brits having never heard of it.

Despite this, more than half (58%) of Brits want to learn more about farming or regenerative agriculture, with nearly half the respondents in the UK and US looking to 'make more sustainable choices' (and 45% in the US) '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 71% of its farmers are at the Onboarding level of the McCain Regenerative Agriculture Framework—a roadmap to support farmers' progression towards a regenerative model of farming. Through its Farms of the Future, 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 swap in their product choice 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.

Gaming:

McCain is using immersive, innovative gaming technology to bring their Farm of the Future in North America to life as they launch a brand-new augmented reality game, "Farms of the Future AR." Through the game, players are transported into a Farm of the Future-inspired gaming experience where they can earn prizes and rewards, including swag made from upcycled and recycled materials, free fries, or even a farm-themed getaway - the more fries you make, the more points you earn as you learn, and the greater the reward.

Real Life Experiences:

McCain is launching a "Farms of the Future" inspired experience at Chelsea Market to bring the farm to fry journey to life. New Yorkers are invited to dig in and explore the difference regenerative practices can make over time through fun and interactive experiences, all leading up to the fresh and delicious taste of Regen Fries! The experience runs from Thursday February 27^th – Saturday March 1st 10:00 a.m. – 8:00 p.m. at Chelsea Market located at 75 9th Avenue, New York, NY.

Onsite, guests can also visit the "Fries of the Future Cafe", serving more free fries with recipes inspired by sustainability advocate and self-proclaimed fry lover, Rachel Brosnahan, 'Potato Queen,' Poppy O'Toole, and chef Kolby Kash.

Collaborations:

McCain has partnered with actor, Rachel Brosnahan, to encourage consumers to dig in and learn more about McCain's regenerative farming journey and Regen Fries, made exclusively with potatoes grown using regenerative agriculture practices from McCain's own Farm of the Future in North America.

On her partnership with McCain, Rachel said: "I'm inspired by McCain's bold commitment to implement regenerative farming practices at 100% of the farms they partner with by 2030 and the big strides they've already taken towards this promise. McCain is not just changing the way potatoes are farmed; they're also changing the way people think about farming. I'm excited to be partnering with them to help raise awareness about regenerative agriculture in an immersive and accessible way."

"As a lifelong French fry connoisseur, McCain's new Regen Fries are already a favorite of mine because not only do they taste good, but they're doing good for the future of farming (and fries!)."

As part of the initiative, McCain has also collaborated on influencer activity across the U.S., Canada and UK, working with 'potato queen' Poppy O'Toole and chef, Kolby Kash who both appeared in McCain's new Regen Fries brand film that brings fry lovers into the farming experience with every fun and playful bite.

McCain has also engaged artists and makers, Currie Goat, Brothers Make and Kelly Anna to design unique items that celebrate McCain's regenerative progress, bridging sustainability and cultural relevance. For a chance to win a drop of the unique creations, fry fans can engage with the dedicated posts on Currie Goat and Brothers Make social channels or play the 'Farms of the Future AR' game to win Kelly Anna's designs.

McCain Foods' Chief Innovation & Marketing Officer, Christine Kalvenes said, "At McCain, farming is at the heart of all we do. 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."

Dig into tools that are as fun as they are impactful at www.RegenFries.com where you can learn more about McCain's regenerative farming journey and find out where Regen Fries are available near you.

Notes to Editors

McCain worked with Gravity Road to create the global campaign, AR Immersive Technology Partner Rock Paper Reality produced the game and GMR Marketing created the NYC IRL experience.

About the research 

All figures, unless otherwise stated, are from YouGov. Total sample size was 6644 adults (2023 Canada, 2471 US, 2150 UK) (aged 18+). Fieldwork was undertaken between 11th - 19th February 2025.  The survey was carried out online. The figures have been weighted and are representative of all Canadian, American & British adults (aged 18+).

UK Research

• 99% of Brits eat fries (25% often, 56% sometimes & 17% rarely)
• 66% of Brits consider themselves 'sustainably conscious' by sustainably conscious, we mean being aware of and making choices that support the environment and society for the long term.
• 76% of Brits would be interested to learn about where their food comes from
• 73% agreed that food brands have a responsibility to farm sustainably by employing regenerative agriculture practices
• Only 7% of Brits 'know a lot' about regenerative agriculture, with 41% having heard of it, but knowing little about it. 25% have never heard of it.
• 58% of Brits would like to learn more about farming or regenerative agriculture
  • Of these who would like to learn about farming or regenerative agriculture, 51% thought a trip to a farm practicing regenerative agriculture would be the most helpful in teaching them about the practice. 46% wanted a video of social content from someone they follow online and 36% wanted an immersive event. 11% thought a video game.
• 50% of Brits agreed they want to make more sustainable choices, but don't know how their individual choices make a difference
  • Of these who agree they want to make more sustainable choices, Brits listed their motivations for making more sustainable choices as:
    • 71% want to reduce waste when they shop
    • 65% want to contribute to the good of the planet
    • 66% want to protect wildlife/ nature when the shop
    • 63% want to help protect the planet for the next generation
    • 44% want to support ethical sourcing practices when they shop
• 59% of Brits considered themselves likely to change their food purchasing habits if they learned that food grown with regenerative agriculture practices could be a more sustainable choice

ABOUT MCCAIN FOODS

McCain Foods Limited is a family-owned business 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, partners with 3,900 farmers and generates annual sales in excess of $16 billion CAD.

Logo: https://mma.prnewswire.com/media/2629441/5189236/McCain_Logo.jpg