McCain Foods begins campaign
By Derek Winkler
McCain Foods has begun an initiative intended to raise awareness of its regenerative agriculture program. According to the company, regenerative agriculture is an approach to farming intended to improve soil health and enhance biodiversity by reducing the impact of synthetic chemicals. The company has announced plans to implement this approach on all of its potato acreage by 2030. The promotion, called “Taste Good, Feel Good,” consists of a website at <https://www.regenfries.com>. The site offers an augmented reality game called “Farms of the Future” that includes a contest component, a podcast called “The Hot Potato,” a series of YouTube videos on farming techniques, and influencer activities. The campaign was developed by Gravity Road, while the AR game was created by Rock Paper Reality.
“At McCain, farming is at the heart of all we do,” said Christine Kalvenes, chief innovation and marketing officer at McCain Foods. “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. 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.”