McCain is bringing the farm to the city this weekend with the launch of an infinity room experience in the heart of London. The Infinite Farm is voiced by celebrity farmer Vinnie Jones to educate people about the vital importance of improving soil health through regenerative agricultural practices. This comes as new research commissioned by McCain reveals almost half (45%) of Gen Z say their interest in farming has increased in the last five years (since 2019). This should be no surprise thanks to the huge popularity of TV shows including Clarkson's Farm and Vinnie Jones in the Country, which have inspired close to half (46%) of Gen Zs to think of farming as a career choice.
