McCain Foods believes its new French fries are better for the planet. "Regen Fries" are made with potatoes that are grown using regenerative farming methods, which the company says helps to build soil health, improve biodiversity and enhance on-farm resilience to climate change.
The initiative is a part of the company’s larger sustainability endeavors. McCain Foods says they hope to implement regenerative agricultural practices across 100% of its potato acreage by the end of 2030.
“We believe regenerative agriculture is vital in trying to make the global food system more sustainable. If we don't change the way we farm, the implications are bleak—and we cannot allow that to happen," said Christine Kalvenes, McCain's Global Head of Innovation and Marketing, in a statement, "Working together with farmers and consumers, we want to enable and speed the transition to regenerative farming practices."
The #SaveOurSoil initiative aims to resonate with younger consumers. The company says it will serve Regen Fries in spaces where younger consumers spend their time.
"It is important we reach out to younger consumers with the right message, in the right location, at the right moments of receptivity—meeting them where they are. This will be important in raising awareness for building a more sustainable food system through regenerative agriculture," said Kalvenes.
Regen Fries will be served at Bored & Hungry, an NFT-backed, Long Beach, Calif, restaurant, for a limited time beginning Oct.28. Bored and Hungry and Regen Fries will also be setting up pop-up locations in London and Toronto.
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