Nestle France announces that its second season of Farmtopia in Minecraft--which focuses on sustainable coffee farming--was successful with over 120,000 points generated in the game

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December 5, 2023 (press release) –

Nestlé France's second season of FARMTOPIA in Minecraft, focused on sustainable coffee farming, was a success with over 120,000 points generated in the game. Players spent a significant amount of time on the FARMTOPIA server, and the goal of 100,000 points was achieved faster than expected. The positive impact of the gamification on Nestlé's brand perception was demonstrated by an IPSOS study. Mathieu Ovaert , Chief Digital Officer at Nestlé, expressed pride in the results and highlighted the engagement of young generations in learning and taking action in real life through gaming.

Key Highlights:

* Players spent a total of 2 months, 10 days, 6 hours, and 36 minutes on the FARMTOPIA server.

* The goal of 100,000 points was achieved faster than expected.

* Over 2 million impressions were generated on social media in the first three weeks.

Original Press Release:

Dec. 4 -- Nestlé issued the following news release:

FARMTOPIA™ helps raise awareness among young people about the world of regenerative agriculture, this season is dedicated to more sustainable coffee cultivation.

120,000 points were generated in the game to support the plantation of 20,000 coffee trees in Medellin ( Colombia ).

Building on the success of the first edition in 2022 dedicated to agroforestry, Nestlé France launched a second season of FARMTOPIA® in the most famous video game: Minecraft.

For a month, players will have been able to discover FARMTOPIA® Saison Café, combining gaming and education, offering an immersive educational experience that goes beyond entertainment. Thanks to the launch of Nescafé's NEO brand, Minecraft players were able to understand everything about the world of coffee, from more responsible sourcing to composting.

This second edition was a great success, exceeding 120,000 points in the game. In total, there were more than 5,000 game sessions and an average time of 2 hours 15 minutes.  Engaged players will have spent a total of 2 months, 10 days, 6 hours and 36 minutes on the FARMTOPIA® server.

The ambitious goal of 100,000 points was reached faster than expected, demonstrating remarkable engagement from players and their ecosystem with more than 2 million impressions in the first 3 weeks on social media.

To close, reward the podium and celebrate the success of this season and the planting of coffee trees, Valeria Rios , coffee producer in the city of Fredonia ( Colombia ) was invited to the V.Hive, the HQ of the famous French coffee team. esports Vitality. More than 100 Nestlé France staff, gamers, Minecraft fans, Youtubers and Instagramers were able to discover his story.

My family, my great-grandfather, my grandfather and now me, are traditional coffee producers. We are passionate about coffee production. Our ambition is to produce coffee that is more sustainable and truly in harmony with the environment. These new coffee plants improve profitability, our income, and allow us to consider the environment as an ally in coffee cultivation, thus allowing us to progress, innovate and offer better quality in our cups.

According to the IPSOS “FARMTOPIA®” study, commissioned by Nestlé during the first edition of FARMTOPIA® in November 2022 , the server launched in Minecraft had impacts on several levels:

* 95%, the players express strong enthusiasm

* 92% wish to participate in a new season.

* Positive perception of Nestlé increased significantly, from 67% to 82%, a net increase of 15%, demonstrating the transformative impact of gamification on brand perception.

* Respondents and the positive perception of the FARMTOPIA® experience: informative at 92%, innovative at 89%, attractive and engaging at 88%. The themes covered, namely agroforestry and soil protection, aroused a lot of interest.

Mathieu Ovaert , Chief Digital Officer chez Nestlé :

" At Nestlé, we are extremely proud of the results of this new season. FARMTOPIA™ demonstrates the positive impact that gamification can have on our commitment to sustainable development and social responsibility, by allowing players, especially young people, to learn and act in real life. The remarkable engagement of the younger generations who followed the launch with interest with more than a million views must be commended. We are delighted with the results achieved and look forward to continuing to explore new opportunities to combine play, sustainability and community engagement. "

About Nestlé in France

For more than 150 years, Nestlé has put its know-how at the service of food and has set itself the ambitious goal of improving the quality of life and contributing to a healthier future. Guided by these values, Nestlé's 10,000 employees in France cultivate the pioneering spirit of Henri Nestlé, and contribute every day to improving the products of around a hundred well-known and recognized brands. France is Nestlé's 1st European market, 3rd in the world and 70% of the raw materials used in its factories are French.

Disclaimer: The Above Content is Auto-Translated

Source: Nestlé

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