Nestlé teams-up with dairy cooperative First milk to create an immersive farm pop-up
*** FREE FOR EDITORIAL USE *** Londoners reconnect with nature as Nestlé and Farm Milk bring the sights and sounds of the British dairy farm experience to Shoreditch. Photo credit: Simon Jacobs/Pinpep
Marking 21 years of partnership for Nestlé and the regenerative dairy cooperative, First Milk, the pair transformed an East London space into an immersive farm pop up – The Farm Drop – to give consumers based in the city the ultimate dose of nature and insight into where their favourite treats like KitKat and Nescafé Frothy Coffee come from.
New research commissioned by Nestlé revealed that consumers are craving a greater connection between themselves, their products and nature. Findings found that:
Nearly half of Brits (47%) care about where the ingredients for their food are sourced and feeling that food production should consider practiced that protect nature and the countryside
More than a third (34%) of people say they’re more likely to buy a product if they know it’s helping protect the natural world
City dwellers are 50% more likely to be drained by a lack of greenery, with one in four 925%) expressing a desire to visit a farm to better understand where their food comes from.
To help fix the disconnect between city consumers and nature, The Farm Drop brought the sights, sounds and tranquillity of rural farm life in the heart of London.
Taking inspiration after First Milk farms in Cumbria and Ayrshire, home of the cows producing the milk for some of Nestlé’s products, the pop event offered the perfect opportunity for city residents to connect with nature and learn more about the regenerative farming practices which help create the milk in Nestlé treats. Across these farms, the partnership incentivises and supports 80 famers to work on specific initiatives to protect and enhance the natural assets on their land, whilst reducing emissions and capturing carbon.
Across the one-day event, consumers gained insight into the practices behind some of their favourite Nestlé products and how these sweet treats and daily coffees help support the future of British farming, in addition to the health of the environment.