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McCain acquires Strong Roots

McCain Foods has officially acquired Dublin-based frozen food producer Strong Roots, expanding on the 2021 strategic partnership with the brand. McCain will move to expand the company’s product offering, furthering its brand campaign to “fix the freezer aisle,” and its commitment to implement regenerative agriculture practices across 100 per cent of its potato acreages by 2030.

Jillian Moffatt, Regional President, McCain GB & Ireland said in a statement: “This investment bolsters McCain’s commitment to planet-friendly food, enabling us to extend our portfolio of healthier options that are grown, processed and shipped in a sustainable manner. With a vision and values aligned to McCain’s, we are excited to continue our journey to scale the Strong Roots brand globally.”

A brand advisory council will be instituted, including Strong Roots’ founder and members of the Strong Roots and McCain teams, as well as external advisors.