Future-proofing french fries

Almost everyone eats potatoes, and french fries are one of the most popular forms of potato consumption. One of the largest suppliers of fries is McCain Foods, a family-owned business founded in 1957 in Florenceville, New Brunswick, Canada.

Today, this company is the world’s largest manufacturer of frozen potato products and a global leader in prepared appetizers and snacks. McCain products are sold in restaurants and retail stores in more than 160 countries, employs approximately 22,000 people. The company operates 49 production facilities on six continents and partners with 3,900 farmers.

To call attention to its commitment to regenerative agriculture, in February McCain Foods unveiled its new Regen Fries as part of its “Taste Good. Feel Good.” campaign that encourages customers to learn more about regenerative agriculture and its role in the future of fries and other food products.

American actress Rachel Brosnahan has partnered with McCain to promote consumer awareness about its regenerative farming mission and progress toward the company’s goal: implementing regenerative practices across the entire potato acreage utilized to grow its potatoes by 2030.

“Agriculture is at the heart of our business, and our commitment to regenerative agriculture is at the core of our sustainability journey,” Max Koeune, McCain Foods president and CEO, said in a news release. “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 toward its targets to achieve a resilient supply chain and a more sustainable future.”

HUNGER TO LEARN

A survey conducted Feb. 11-19 by online polling firm YouGov cited in a McCain press release showed that fewer than 1 in 10 Americans understand the concept of regenerative agriculture, and 35% of Americans have never heard of it. Yet more than half (57%) of the Americans surveyed want to learn more about farming or regenerative agriculture.

Nearly half of the survey respondents in the U.K. and U.S. want to make more sustainable choices but feel they don’t know how their individual food choices make a difference.

McCain Foods is the maker of one in four fries worldwide and reports that 71% of its farmers are at the onboarding level of the McCain Regenerative Agriculture Framework, a roadmap to support farmers’ progression toward a regenerative model of farming. Through its Farms of the Future project’s commercial-scale research and innovation hubs, McCain is testing and scaling regenerative agriculture practices to support farmers worldwide.

“At McCain, farming is at the heart of all we do,” Christine Kalvenes, McCain Foods’ chief innovation and marketing officer, said. “That is why we’re committed to advancing regenerative agriculture.”

To help consumers understand why regenerative farming matters and how a simple swap in their product choice can support the journey to a more resilient food system over time, McCain launched its “Fries of the Future” campaign in the U.S., featuring Regen Fries that are available in extra-crispy crinkle and straight-cut varieties. The company is asking fry lovers to participate in innovative ways to learn more and show their support for regenerative farming.

EDUCATION THROUGH RECREATION

A new augmented reality game is helping bring McCain’s North American Farm of the Future to life through “Farms of the Future AR.” Players are transported into a futuristic farming experience where they earn prizes and rewards, including items made from upcycled and recycled materials, free fries or a farm-themed getaway.

McCain’s “Farms of the Future”- inspired experience debuted at Chelsea Market in New York City on Feb. 27 to bring the farm-to-fry journey to life. New Yorkers were invited to explore the difference regenerative practices can make over time through interactive experiences. A Fries of the Future Cafe served free fries with recipes inspired by Brosnahan, a sustainability advocate and fry lover, as well as online influencer Poppy O’Toole and Texas chef Kolby Kash.

O’Toole is the self-proclaimed Potato Queen of the internet, where she’s amassed more than 5.5 million followers and more than 400 million views, with her approach to cooking. A Michelin-trained chef with more than 10 years of professional experience, O’Toole is the author of several Poppy Cooks books, including “The Potato Book.” Brosnahan, known for her roles in “The Marvelous Mrs. Maizel” and 2025’s “Superman,” said she was inspired by McCain’s commitment to implement regenerative farming practices.

“McCain is not just changing the way potatoes are farmed; they’re also changing the way people think about farming,” Brosnahan said in a news release. “I’m excited to be partnering with them to help raise awareness about regenerative agriculture.”

FUTURE OF FARMING

The fries offered at McCain’s “Farms of the Future” event in February were from potatoes grown using regenerative agriculture practices from McCain’s Farm of the Future in North America, with a principal location in New Brunswick. The company has another Farm of the Future located in South Africa. The focus is on regenerative agriculture practices to improve soil health, promote biodiversity and reduce environmental impact.

As part of its commitment to sustainability, McCain has expanded its global agricultural financial support partnerships. Nearly half of McCain farming partners are eligible for regenerative agriculture loans or incentives, the company said.

McCain has also delivered more than 25,600 hours of training to help farming partners transition to regenerative farming methods, with 22% of participants using water stress-tolerant potato varieties.

“We are dedicated to ensuring the future of the french fry through our commitment to regenerative agriculture,” Kalvenes said. “Our goal is not just to change the way potatoes are farmed but to change the way people think about farming.”

Heather Smith Thomas has written more than 15,000 stories and articles for ag, livestock and equine publications, and 24 books. She and her husband Lynn Thomas have been raising beef cattle and horses on their ranch near Salmon, Idaho, since 1967.