As part of its 60th birthday celebration, McCain Foods has launched a new digitally-led campaign called “Farm to Fork” that profiles some of its 150 potato farmer partners in three Canadian provinces.
“These longstanding relationships have enabled McCain’s success over decades of farming,” said Chris Lamb, the company’s retail marketing director.
The company is currently running a pair of English and French videos, accompanied by posts on The All Smiles Blog.
One video celebrates McCain’s anniversary, while the other features an interview with Jessica Toner – a fourth generation potato farmer based in McCain’s hometown of Florenceville, NB (billed as “The French fry capital of the world”). The company plans to profile additional partners throughout the year.
“We thought it was a great time to celebrate the fact that McCain is a Canadian, family-owned company,” Lamb told Canadian Grocer in an email interview. “We want to showcase that our frozen potato products are made from real potatoes, grown by Canadian farmers, and simply prepared – we wash, peel, cook and freeze.”
Lamb called farmers a “natural extension” of the McCain business, with some partnerships dating back generations. Toner is a fourth generation potato farmer who returned to her family’s farm in New Brunswick after spending time working in car sales in Western Canada.
McCain uses 6.5 million tonnes of potatoes each year, with its products sold in more than 160 countries. According to McCain, one in every three French fries in the world is a McCain fry.