Jean-Marc Abela capturing what healthy soil looks like for “Stories of Regeneration” with Ryan Boyd at Boyd’s Beef Farm. (Alieska Robles; courtesy of Regeneration Canada)
Christine Kalvenes, McCain Foods’ SVP global head of innovation and marketing, and Antonious Petro, ED at Regeneration Canada, are committed to the same mission: combating ignorance when it comes to the future of our food systems. A future that can be made possible through regenerative farming.
“Most people have no sense of where their food actually comes from and what’s really going on. Certainly not the technology and the advances, there’s even a stereotype of what a farmer might be like still. Today’s farmer is modern, advanced, high-tech. Some of them are super cutting-edge and want to partner with us on this. It’s scary and exciting to have the opportunity to speak to consumers and educate them on this topic,” says Kalvenes.
The basic question, “What is regenerative framing and how does it benefit our planet in the long run?” is not a simple one to answer. But Petro, the head of the Montreal-based non-profit advocacy organization, has found a way to make the topic more accessible. “Not knowing is not something to be ashamed of. Because, even though the terminology is a little new, when I explain it, you’ll think ‘Oh, okay, my granddad used to do that’ or ‘I know of that already,’” Petro says.
As the world grapples with the pressing challenges of climate change and dwindling natural resources, the spotlight is slowly turning to sustainable agricultural practices that not only mitigate environmental impact but also actively contribute to the restoration of ecosystems. Regenerative farming, at its core, goes beyond conventional approaches, creating a more natural relationship between agriculture and the environment, potentially revolutionizing the way we produce food.
“Regenerative agriculture is about increasing an ecosystem’s capacity to sustain life. So instead of focusing on just harm reduction, we’re really thinking about how to have a positive impact economically, socially and environmentally,” Petro explains. Simply put, it’s a holistic approach that addresses the urgent issues of our time, from climate change to soil degradation.
Supported by Agriculture and Agri-Food Canada, Regeneration Canada developed and recently launched a first-of-its-kind nationwide initiative to spread awareness about the practice and its importance, titled “Stories of Regeneration.” The campaign looks to close the knowledge gap and strengthen the connection between farmers, producers and consumers. Having come out of a series of farm-to-table events the organization held last summer, it’s now a comprehensive collection of short films showcasing ten farmers from eight provinces, podcast discussions, informative articles and webinars, all shedding light on the advantages associated with farming practices that prioritize both people and the planet.
Why isn’t regenerative farming more widespread? There are deep-rooted challenges surrounding this space.
“Why am I still taking the airplane while knowing that it’s very bad for the environment? Well, I have a family in Egypt that I want to see every now and then,” Petro shares as an analogy, “We’re not pointing a finger at anyone. The movement requires a mindset change. If you’re a farmer inheriting your land having done the same thing for three or four or five generations, it’s not easy to change. There’s also the fact that the global food system was designed for farms to be the way that they are, very specific, very monoculture. There is also what the government will subsidize. And then there is the knowledge gap, which is what we’re working on with a lot with farmers and ranchers, encouraging peer-to-peer education. Change takes years. Who’s going to pay for that? There are a lot of barriers.”
But corporate entities focusing on a commitment such as this one is valuable. McCain Foods, for example, has the resources and reach to push for action and make faster changes, both in terms of the work it focuses on and informing the public.
From soil health to biodiversity conservation, regenerative farming offers a forward-thinking solution that holds promise for a more resilient world. And McCain’s regenerative agriculture program aims to help do just that. In fact, the world’s largest manufacturer of potato products is dedicated to having three fully operational “Farms of the Future” that develop sustainable agricultural systems and support growers by extending the knowledge by 2025. So far, the company has managed to setup two: one in New Brunswick, Canada and one in Lichtenberg, South Africa.
McCain’s Regen Fries, fries from potatoes cultivated through regenerative farming techniques, are the first product made from truly sustainable farming for the brand. “We have the benefit of our product being French fries,” Kalvenes says. “Everybody loves french fries. So you can get a lot of attention that way. We did some food truck sampling on campuses and things of that nature, and people just dropped in because they were so curious.”
McCain has dedicated itself to rethinking its approach to potato cultivation, aiming to create positive impacts on both the environment and the local communities where it conducts operations. Additionally, this sustainability initiative aligns with McCain’s worldwide pledge to integrate regenerative agricultural methods across the entirety of its potato acreage by 2030.
“Stories of Regeneration” and McCain’s marketing efforts aim to ignite a broader conversation around regenerative farming. And when it comes to advice that Kalvenes can share with other brands that are fighting the good fight, she has two things to say. “First, put your money where your mouth is. It’s not about talking about what you hope to do, or where you want to go. You’re either doing it or you’re not. You’re putting together a farm of the future, exploring and testing new ways of doing things, converting your crops to be regenerative, buying through regenerative farmers. No one wants to hear you talking about what you’re gonna be doing. They want to see that you’ve actually got skin in the game. That it’s at the heart of everything that you’re doing.”
Secondly, she says, don’t alarm consumers over and over again about the threats the Earth is facing. It doesn’t help. “A sense of urgency is important,” Kalvenes says. “But people already feel threatened. They feel stressed out. They feel uncertain. We don’t need another doomsday message. The message needs to be optimistic such as the impact collective momentum can have.” Brands, as Kalvenes sees it, need to flip the traditional narrative and take the lead.
