In 2021, McCain invested $55m in Strong Roots in exchange for a minority interest. The undisclosed stake was acquired from Goode Partners, the US private-equity firm that invested in Strong Roots in 2019 as part of a Series A round.
McCain has now bought the business outright, stating that Strong Roots will operate as a distinct business unit. A brand advisory council will be instituted to shape the brand and business for future growth, including Strong Roots’ founder Dennigan and members of the Strong Roots and McCain teams, as well as external advisors.
McCain plans to scale Strong Roots’ product range and take the brand into more markets. Jillian Moffatt, the regional president for McCain’s business in Great Britain and Ireland, emphasized their commitment to planet-friendly food and sustainable practices. She stated, “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.”
Dennigan expressed excitement about the future, 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.”
The acquisition marks a strategic move in the food and beverage industry, aligning with trends towards plant-based and sustainable options. With McCain’s resources and Strong Roots’ innovative products, the partnership is poised for success in the evolving food and drink consumer trends landscape.
