McCain launches regenerative farming campaign with Mrs Maisel star Rachel Brosnahan

McCain Foods has launched a campaign to drive consumer awareness about regenerative farming fronted by actress Rachel Brosnahan.

Research from McCain has shown most people are not sure what regenerative agriculture is or its role in mitigating the impacts of climate change.

A survey found fewer than one in 10 Brits understand the concept of regenerative agriculture practices, whilst 25% of Brits have never heard of it.

Despite this, more than half (58%) of Brits want to learn more about farming or regenerative agriculture.

McCain has launched the ‘Taste Good. Feel Good’ campaign to celebrate 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 can have an impact.

The campaign will ask fry-lovers to learn more and show their support for regenerative farming.

The brand is collaborating with Brosnahan, best known for her role in The Marvellous Mrs Maisel, to encourage consumers to “dig in” and learn more about McCain’s regenerative farming journey and Regen Fries, a new product made from only regeneratively farmed fries available in the US.

Read more: Half of UK farmers have considered leaving the sector due to financial pressures

“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,” said Brosnahan. “McCain is not just changing the way potatoes are farmed – they’re also changing the way people think about farming.”

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

“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,” said chief innovation & marketing officer Christine Kalvenes.

McCain has committed to implementing regenerative agriculture practices across 100% of the acreage used to grow its potatoes by 2030. It now reports 71% of its farmers are at the ‘onboarding’ level of the McCain Regenerative Agriculture Framework, a roadmap to support farmers’ progressions towards a regenerative model of farming.

McCain is also testing and scaling regenerative agriculture practices to support farmers through its Farms of the Future, commercial scale hubs of research and innovation.