McCain Foods has strengthened its partnership with Dublin-based frozen-food company Strong Roots, as it expands the brand’s market.
The enhanced partnership will see Strong Roots bringing its vegetable-forward, environmentally responsible offerings to more consumers worldwide.
McCain Foods and Strong Roots have been engaged in a strategic partnership since 2021.
As part of the initial partnership, McCain invested in the Irish company to expand its market within the UK, Ireland and France.
Expansion
Following the news, Strong Roots has redoubled its ambition to expand globally.
The Dublin-based brand will continue to operate as a distinct business under the leadership of Charlotte Turton, with founder Samuel Dennigan working closely with the team to propel further portfolio innovation and brand growth.
The development will also see McCain advance its goal to ‘fix the freezer aisle’ by investing in more planet-friendly, vegetable-focused products with Strong Roots.
Jillian Moffatt, the regional president of McCain GB & Ireland, commented on the mutually beneficial development, saying, “[The investment] bolsters McCain’s commitment to planet-friendly food,” and enables the company to “extend our portfolio of healthier options.”
‘Tremendous Growth’
Peter Dawe, the chief growth and strategy officer of McCain Foods, said, “Since 2021, our partnership with Strong Roots has reflected our ambition to invest for the future, and to diversify our portfolio, to ensure we continue to meet evolving consumer demands.
“We are excited to help further accelerate growth, bringing natural, simple meals and ingredients to even more customers in retail and foodservice markets.”
Strong Roots founder and chief executive Dennigan welcomed the development, saying, “We have witnessed tremendous growth since partnering with McCain, and this move will enable Strong Roots to maintain its focus on sustainability while propelling innovation, to bring delicious vegetable-forward products to more consumers around the world.”
Strong Roots focuses on simple food that is good for people and the planet, and it holds B Corp status.
McCain Foods has committed to implementing regenerative agriculture practices across 100% of its potato acreage by 2030, as part of its sustainability goals.
The investment in Strong Roots is the latest in a number of acquisitions by McCain, including Scelta Products and Forno de Minas.
