McCain invests heavily in the company Strong Roots, which specializes in the production of frozen vegetable products. With the collaboration, the French fries manufacturer wants to expand its product portfolio and respond to the rapidly growing demand for healthy and convenient food.
With the $55 million investment, McCain will acquire a minority stake in Strong Roots. Strong Roots, which started in 2015, continues to operate independently, but can further accelerate its growth thanks to the new partnership. For this purpose, the company relies on McCain's global network.
Strong Roots now operates in Great Britain, Ireland and the United States. The company wants to strengthen its position in existing markets. In addition, it wants to enter new markets by collaborating with retailers and expanding into the food service channel. “Partnering with McCain Foods allows us to grow our brand and the values it stands for,” said Founder and CEO Samuel Dennigan.
Healthier and more sustainable
Examples of Strong Roots products include carrot fries, beetroot and bean burgers, and cauliflower hash browns. According to Max Koeune, CEO of McCain Foods, Strong Roots aligns with McCain's innovative approach to food creation. “It helps grow our portfolio of healthier and more sustainable foods that meet changing consumer demands.”
It is not the first time that McCain has announced such an investment. In recent years, investments have been made in, among other things, The Simple Root, which offers alternative dairy products, Simulate, a plant-based alternative to chicken nuggets, and GoodLeaf Farms, a vertical farm that grows leafy greens.