Iain Stirling chips in on regenerative farming

From commentating for TV show 'Love Island' to learning about potato farming, comedian Iain Stirling is game. Here he is getting his hands dirty - sort of - in a bid to understand more about what's being done in the way of sustainability in the field of potato crops. Why? Because more consumers - aka people - are keen to know more about what we're putting into the environment as well as what they're putting into their bodies. Apparently, research commissioned by McCain showed that almost two thirds (64%) of Gen Z would be interested in knowing more about where their food comes from, whilst 68% are eager to make better informed choices at the checkout. Encouraging news, surely, and an amusing, informative ad campaign to drive home the point in an upbeat manner - what's not to like? Well, if you're wondering what the difference is between organic, sustainable and regenerative farming, you may have misgivings. The term 'regenerative agriculture' is not sufficiently defined in regulation or practice, and is therefore open to being mis-interpretation or simply imperfectly understood/implemented. While practices such as sowing cover crops, not tilling, and using crop rotation to keep soil healthy can have environmental benefits, some argue that 'Big Ag' is using the term to propagate its own agricultural business model through greenwashing techniques like over-promising on benefits and labelling of products. The IFOAM Organics Europe, the European umbrella organisation for organic food and farming, points out that: "The organic movement embraces regenerative principles, all of which are included in organic principles of ecology, health, fairness, and care, and seeks positive collaboration with serious regenerative farmers and actors. With an eye on the current climate and biodiversity crises, the planet can use all help there is, and some so-called regenerative practices can be a good first step to convert to organic, the only certified sustainable agriculture practice at EU level. Organic agriculture is and continues to be the leading sustainability initiative for transforming EU food and farming”. But getting back to the McCain ad, how appealing do you find it? The brand says> "McCain’s commitment to 100% regenerative farming by 2030 means that more and more of our growers will adopt these methods with the help of the training and funding we provide. As a result, simply by choosing McCain, consumers are able to chip in and support a more sustainable approach to farming.”

Keywords: McCain Let's All Chip In, regenerative farming, potato farming UK, sustainable food production, Iain Stirling commercial, adam&eveDDB, We Are Social, Freud Communications, PHD