McCain has unveiled a new campaign to highlight the positive impact regenerative farming can have on the planet.
‘Let’s All Chip In’ features Iain Stirling, the voice of ITV2’s Love Island, spending time with McCain supplier Imogen Stanley at her family’s farm in Oxfordshire and learning about regenerative farming and its importance for the planet.
New research commissioned by McCain found that almost one-third (30%) of Brits do not know what farms do or where their food comes from, with Gen Z over four times more likely than over-55s to admit to this lack of understanding (61% vs 13%). Gen Z are also twice as likely as over-55s to be concerned about the environmental impact of the way the products they buy at the supermarket are produced (57% vs 29%).
The campaign aims to highlight the positive impact regenerative agriculture can have on the environment and the food we eat, educating the Gen Z and millennial audiences on the need for a sustainable transition.
Sustainable farming is a key pillar within McCain’s sustainability strategy, with the business committed to implementing 100% regenerative agriculture practices across its potato suppliers by 2030.
Find out more about McCain’s regenerative farming campaign.
