At the height of the COVID-19 pandemic, McCain Foods stepped in to help potato growers by releasing a video encouraging Canadians to eat more french fries, titled ‘French Fries Feed Farmers‘.
While COVID-19 impacted all businesses, Canadian potato growers were some of the hardest hit as they struggled with an unprecedented surplus of processing potatoes as a direct result of restaurant closures and reduced operating capacity. At the height of the pandemic, uncertainty was the norm and cuts in processing contracts were struck, reports Stephanie Gordon in Potatoes in Canada.
Despite the Canadian government’s relief programs, McCain Foods stated in a release that “the private sector has an important role to play.”
“More specifically, McCain Foods strongly believes that action must be taken to support its partners, especially the potato growers who have given so much and represent a vital link in McCain Foods business and value chain,” the company explained in a release.
In response, McCain Foods put several initiatives in place “to show its deep-rooted commitment” to its 130 potato growers across Canada. The ‘French Fries Feed Farmers‘ campaign is a 38-second video designed for social media highlighting one main message: eat more fries.
Throughout the video, several potato farmers take turns sharing the situation they’re faced with. “We planted them, we cared for them, we harvested them, now they’re just sitting,” the video goes, showing the impact of the potato surplus on Canadian farmers. The video ends asking viewers to “support your Canadian farmers” and “eat more french fries, Canada.”
The company released the video on May 26, and it quickly garnered tons of social media attention.
“Whether they come from the grocery store, or your favourite restaurant, committing to eating more fries is a small act that can have a significant impact on Canadian farm families,” McCain Foods added, explaining how significant the simple message can be.
The video below can also be viewed on YouTube here.
Source: Read the full report on Potatoes in Canada
Photo: McCain Foods Canada