In a significant move towards sustainability and innovation, McCain Foods and Strong Roots, a Dublin-based frozen food manufacturer, have deepened their partnership to reimagine the frozen food market. Originally announced in 2021, this strategic alliance sees McCain’s continued investment in expanding its product offerings and global reach through environmentally conscious, vegetable-focused offerings.
McCain Foods, a global leader in frozen foods, aims to “fix the freezer game” by using the Strong Roots brand to penetrate new markets and meet growing demand for organic, vegetable-infused foods. The investment underscores McCain’s commitment to creating sustainable food products that align with consumer preferences for healthier, sustainably produced foods.
Collaboration goes beyond simple business relationships; A brand advisory board will be created to ensure consistency and alignment with McCain’s values and vision. This board, which includes Strong Roots founder, McCain and members of the Strong Roots team, as well as outside advisors, reflects McCain’s confidence and enthusiasm for the partnership.
Known for its focus on simple, real food that’s good for both people and the environment, Strong Roots brings a variety of innovative vegetable dishes, sides and snacks to the McCain portfolio. Their commitment to sustainability is evident in their recognition as a B Corporation, which underscores their commitment to environmental and social responsibility.
Looking to the future, both companies are committed to achieving environmental sustainability goals. McCain is committed to implementing regenerative farming practices across all of its potato lands by 2030, while Strong Roots continues its mission to provide sustainable food to the world.
The impact of the partnership is already visible, with Strong Roots products integrated into McCain’s portfolios in the UK, Ireland and France. Future plans include expanding our offering to more retail and foodservice markets around the world. Under the leadership of Charlotte Turton, Strong Roots will operate as a separate entity, driving innovation and brand expansion in collaboration with founder Samuel Dennigan.
Samuel Dennigan expressed excitement about the partnership’s potential to accelerate the growth and reach of Strong Roots while maintaining a focus on sustainability and innovation. This collaboration is part of McCain’s broader strategy to diversify its portfolio and meet evolving consumer needs.
