A third of Brits ignorant over their food source


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Frozen potato product manufacturer shares research findings.

LATEST research commissioned by McCain, a sponsor of this year's National Potato Industry Awards, has found that a 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%).
McCain's 'Let’s All Chip In' campaign was launched in response to these findings and aims to highlight the positive impact regenerative agriculture can have on the environment and the food we eat, educating the Gen Z and millennial audience on the need for a sustainable transition. 
McCain has committed to implementing 100% regenerative agriculture practices across its potato acreage by 2030 and the campaign highlights the benefits of regenerative agriculture, with the brand committing to support its 250 British growers in transitioning to more sustainable methods of farming. 

McCain recently partnered with NatWest to provide a new offering to remove financial barriers for potato farmers who are transitioning to sustainable farming practices. Through its asset finance arm Lombard, NatWest now offers a first-of-its-kind initiative in the UK which sees the bank provide additional financial support to McCain potato farmers. McCain has committed to offer a contribution towards the interest payable for assets that support regenerative agriculture practices.

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Other initiatives include grants for cover crop seed and fully funding soil health assessments, as well as offering free pollinator seed this spring.

McCain joined the Sustainable Markets Initiative (SMI) Agribusiness Task Force alongside a number of businesses and NGOs to further accelerate the scaling of greener practices in the farming industry worldwide, which have been hampered by high costs.

The company has committed to investing in three Farms of the Future by 2025, to help advance sustainable farming practices and explore innovative agricultural technologies. Farms in New Brunswick, Canada, and Lichtenburg, South Africa, are already operational. The specialist farms showcase how regenerative farming practices, and the latest agricultural innovations can be implemented at scale. 

Additionally, McCain has invested a further £50 million into contract pricing for its farmers over the last two years, with the investment helping to safeguard the future of potato farming in the UK. 

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