Chip producer aims to raise consumer awareness of regen ag

A prominent producer of chips and fries is pushing its green farming message in a bid to increase consumer understanding, after research revealed that not many Brits know what the term “regenerative” actually means.

McCain Foods surveyed 2,150 adults in the UK at the start of February and found that, while 99% of Brits eat chips and most are aware of making choices that support the environment and society for the long term, only 7% said they knew much about regenerative farming.

Another 41% had never heard of it nor understood its potential role in mitigating climate change.

See also: McCain commits to 100% regenerative agriculture by 2030

McCain, which claims to produce a quarter of fries worldwide, has committed to implementing regenerative agriculture practices across 100% of the acreage used to grow its potatoes by 2030.

It says 71% of its farmers across the world have started the onboarding process for their regenerative agriculture framework.

McCain is the UK’s largest buyer of British potatoes, taking about 15% of the annual crop and working with morte than 250 UK growers.

But while more than half (58%) of consumers want to learn more about regenerative agriculture, with nearly half the respondents in the UK looking to “make more sustainable choices”, they also said they “don’t know how their individual choices make a difference” in their daily lives.

New campaign 

To help consumers better understand why regenerative farming matters, McCain has launched its “Taste Good, Feel Good” campaign across the UK, US and Canada.

Consumers can, for example, immerse themselves in gaming technology where they’re transported into a “Farm of the Future” inspired gaming experience.

“Through the ‘Taste Good, Feel Good’ campaign, we are inviting consumers to learn more about the importance of McCain’s regenerative farming journey, proving that sustainability can be innovative and enjoyable,” said Charlie Angelakos, McCain vice-president for global external affairs and sustainability.