In celebration of 21 years of collaboration between Nestlé and the regenerative dairy cooperative First Milk, the two have transformed an East London venue into an immersive farm pop-up event, The Farm Drop. The event was designed to give city dwellers a unique opportunity to reconnect with nature and better understand where the ingredients for their favorite Nestlé products, such as KitKat and Nescafé Frothy Coffee, come from.
Bridging the Gap Between Consumers and Nature
Recent research commissioned by Nestlé revealed a growing consumer desire to forge a stronger connection between food products and the natural world. The study found that:
Nearly half of Brits (47%) care about where their food ingredients are sourced, and they believe food production should prioritize practices that protect nature and the countryside.
Over a third (34%) of people are more likely to purchase a product if they know it contributes to protecting the natural environment.
City dwellers are 50% more likely to feel drained by the lack of greenery, with one in four (25%) expressing a strong desire to visit a farm to learn more about where their food comes from.
To address this disconnect between urban consumers and the natural world, Nestlé and First Milk launched The Farm Drop, bringing the calming sights, sounds, and tranquility of rural farm life to the heart of London.
Bringing Farm Life to the City
The pop-up event was inspired by First Milk’s farms in Cumbria and Ayrshire, regions known for the high-quality milk they produce for Nestlé products. It provided city residents with the perfect opportunity to connect with nature and learn about regenerative farming practices, which play a crucial role in the production of Nestlé treats.
At The Farm Drop, consumers learned about the partnership between Nestlé and First Milk, which supports 80 farmers in implementing sustainability initiatives. These initiatives are designed to protect and enhance natural resources on the land, while also reducing emissions and capturing carbon. The event emphasized the importance of regenerative agriculture in creating a more sustainable future for both farming and the environment.
Supporting British Farming and Sustainability
Throughout the one-day event, attendees gained insight into the farming practices that go into the production of some of their favorite Nestlé products. In addition to showcasing how these products support British farming, the event also highlighted the environmental benefits of regenerative farming. By engaging with consumers in this immersive way, Nestlé and First Milk not only strengthened their bond with city residents but also reinforced the importance of sustainability in modern food production.
This collaboration represents a meaningful step in bridging the gap between urban consumers and the origins of their food, offering a fresh perspective on the role of farming in maintaining the health of both the environment and the economy.
Related topics: