McCain Foods, a leader in the frozen food industry, continues to make significant strides toward sustainability with the release of its 2024 Global Sustainability Report, alongside the launch of its first global marketing campaign focused on regenerative farming. These initiatives reflect McCain’s ongoing commitment to enhancing food systems and creating lasting positive change for communities, farmers, and consumers alike.
The company has set ambitious sustainability goals, including working with over 3,900 farmers worldwide to implement regenerative agriculture practices. McCain aims to cover 100% of its potato acreage used to grow McCain potatoes by 2030. In 2024, 71% of the farmers involved in McCain’s operations were onboarded to the McCain Regenerative Agriculture Framework, with 24% already actively engaged in sustainable farming practices.
Max Koeune, President and CEO of McCain Foods, emphasised that agriculture lies at the core of the company’s sustainability journey, stating, “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 towards a resilient supply chain and a more sustainable future.”
Sustainability Pillars: Progress and Key Achievements
McCain’s 2024 Sustainability Report highlights the progress the company has made across its four core pillars: Smart and Sustainable Farming, Resource-Efficient Operations, Good Food, and Thriving Communities.
In the realm of regenerative farming, McCain has expanded its global agricultural financial support, with nearly half of its farming partners eligible for regenerative agriculture loans or incentives. The company also delivered over 25,000 hours of training to farmers, helping them transition to regenerative methods. McCain’s commitment extends to the use of water-stress tolerant potato varieties, which now make up 22% of the total portfolio.
On the operational front, McCain has increased its renewable energy use, accounting for 23% of the company’s total electrical consumption. Additionally, it has achieved a 12% reduction in Scope 1 and 2 greenhouse gas emissions since 2017 and improved water use efficiency by 20% at priority plants. The company has also made strides in reducing food waste intensity, with a 9% reduction since 2020.
Community Engagement and Social Impact
Beyond environmental sustainability, McCain is also focused on fostering thriving communities. In 2024, the company donated more than 18 million meals to food banks and NGOs. Its employee volunteer efforts were equally impressive, with over 24,000 volunteer hours contributed. McCain has exceeded its 2025 target for supporting vulnerable farmers, assisting over 13,000 farmers and families ahead of schedule.
One of the standout community projects is the Eastfield Community Shop in the UK, launched in partnership with the Community Shop Group. In its first year, the initiative benefited 1,262 community members. Furthermore, McCain’s Project Utthan has helped vulnerable farmers increase their income by 25% through transitioning to high-yield, short-term crops.
A New Marketing Campaign: ‘Taste Good. Feel Good’
In conjunction with its sustainability efforts, McCain has unveiled its first global marketing campaign to raise awareness about regenerative agriculture. The campaign, titled ‘Taste Good. Feel Good’, was designed by social media agency Gravity Road and focuses on educating consumers about the positive impact of sustainable farming practices. The initiative highlights McCain’s farm-to-fry journey and encourages simple swaps in consumer choices to contribute to a more resilient food system.
Christine Kalvenes, McCain’s Chief Innovation and Marketing Officer, 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.”
To engage consumers, McCain launched an augmented reality game, ‘Farms of the Future AR’. Produced in partnership with gaming company Rock Paper Reality, the game allows players to win prizes such as merchandise made from recycled materials, free fries, or even a farm-themed getaway. The campaign aims to connect with younger audiences, making the concept of regenerative farming both fun and accessible.
Looking Ahead: Building a Resilient Food System
McCain’s commitment to regenerative agriculture, sustainable sourcing, and community support reflects a broader industry shift towards more sustainable food production. As the company continues to work towards its sustainability goals, it remains focused on fostering collaboration across the value chain to drive meaningful change. The company’s actions, from regenerative farming efforts to its new consumer-facing campaign, demonstrate a clear vision for the future of food: one that is sustainable, resilient, and beneficial to all.
As Koeune concluded, “Our ambition to lead in regenerative agriculture has the potential to drive meaningful progress for farmers, communities, and consumers. As we look to the future, we recognise there is more to do and strive to amplify these efforts, creating a lasting impact on the global food system.”
