Nestle France launching project called Farmtopia in the Minecraft video game, aimed at raising awareness among the general public of the challenges of regenerative agriculture in an educational and fun way in the world of gaming

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November 11, 2022 (press release) –

Nestlé France is launching an innovative project called FARMTOPIA in the Minecraft video game, aimed at the general public. It will aim to raise consumer awareness of the challenges of regenerative agriculture in an educational and fun way in the world of gaming. This project, winner of the Nestlé InGenius intrapreneurial challenge launched in 2021, demonstrates the expertise of Nestlé France's Digital & Innovation teams in generating new spaces for interaction, collaboration and engagement with consumers.

Key Highlights:

* With more than 60% of the French population regularly playing video games, and even 80% of the population aged 14 to 34, gaming appears to be an essential medium.

* Thanks to FARMTOPIA and its community of players, Nestlé is strengthening its support for the transition towards regenerative agriculture for French farmers and cooperative partners, through the planting of 22,000 trees by March 2023 .

* Nestlé has set itself the goal of sourcing 20% ​​of its key ingredients worldwide (cereals, beets, potatoes, vegetables, etc.) from regenerative agriculture by 2025, and 50% by 2030.

* On the strength of this observation, Nestlé France participates, alongside the Earthworm Foundation , in the "Sols Vivants" collective , in order to support the agroecological transition of farmers supplying its 17 local factories.

* In 2022, Nestlé France aims to sign 150 new commitments with its partner farmers.

Original Press Release:

Nov. 8 -- Nestlé issued the following news release:

Nestlé France is launching an innovative project called FARMTOPIA™ in the Minecraft video game, aimed at the general public. It will aim to raise consumer awareness of the challenges of regenerative agriculture in an educational and fun way in the world of gaming. This project, winner of the Nestlé InGenius intrapreneurial challenge launched in 2021, demonstrates the expertise of Nestlé France's Digital & Innovation teams in generating new spaces for interaction, collaboration and engagement with consumers.

“Faced with the concern of younger generations and their need for commitment, the objective of this initiative is to reinvent the way in which Nestlé communicates and promotes its many commitments, through video games. With more than 60% of the French population regularly playing video games, and even 80% of the population aged 14 to 34, gaming appears to be an essential medium. It is thus the ideal way to immerse the player in an immersive experience and to confront him with the issues of sustainable development related to agriculture. Farmtopia thus offers a real playful, fun experience, which provides players with the keys to understanding our issues related to regenerative agriculture, and involves them in our sustainable development actions by giving them the power to act directly alongside us. ”explains Mathieu Ovaert , Chief Digital Officer – Nestlé France .

FARMTOPIA™: when gaming becomes a driving force for concrete initiatives for farmers

Thanks to the FARMTOPIA™ universe created in Minecraft, Nestlé France raises players' awareness of regenerative agriculture and promotes its more sustainable practices. This project aims to connect the experience of the game with real actions on the ground, alongside farmers.

Thanks to FARMTOPIA™ and its community of players, Nestlé is strengthening its support for the transition towards regenerative agriculture for French farmers and cooperative partners, through the planting of 22,000 trees by March 2023 .

Nestlé is thus using the Minecraft video game as a fun and educational "play-to-learn" tool to address the topics of more sustainable agriculture with players from a generation in search of entertainment, learning experiences and Engaging Through the accomplishment of missions to earn points and other multi-player challenges, FARMTOPIA™ communities have the opportunity to support regenerative agriculture projects funded by Nestlé in France .

For its first season, FARMTOPIA™ will invite players to explore, from the hub, two first game boards, each corresponding to a key practice of regenerative agriculture:

* Soil management consists of enhancing soil fertility and developing the presence of nutrients in cultivated soils.

* Agroforestryinvolves the maintenance of trees and shrubs in the form of hedges on agricultural plots. The objectives of agroforestry are multiple: improving ecosystems, reducing damage caused by erosion, wind and flooding, helping to retain rainwater, creating an environment favorable to wildlife. This involves reconciling food production, the preservation of biodiversity, the intelligent use of natural resources and the sustainable management of soils and trees.

Nestlé and its PURINA® brands with FRISKIES®, NATURNES®, NESQUIK® and CHOCAPIC® are mobilized on the FARMTOPIA™ project, to transform gaming into concrete support in the field, alongside their farmer partners.

Regenerative agriculture, a pioneering commitment and priority of Nestlé for a more sustainable supply and respectful of biodiversity

As part of its strategy to net zero greenhouse gas emissions across its entire value chain by 2050, Nestlé is accelerating its efforts and focusing on reducing the carbon impact of its supply chain , which requires the transition to more sustainable agriculture. Nestlé has set itself the goal of sourcing 20% of its key ingredients worldwide (cereals, beets, potatoes, vegetables, etc.) from regenerative agriculture by 2025, and 50% by 2030.

On the strength of this observation, Nestlé France participates, alongside the Earthworm Foundation , in the “Sols Vivants” collective , in order to support the agroecological transition of farmers supplying its 17 local factories. In 2022, Nestlé France aims to sign 150 new commitments with its partner farmers.

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, the 10,000 Nestlé 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 leading European market, the third in the world and 70% of the raw materials used in its factories are French.

Disclaimer: The Above Content is Auto-Translated

Source: Nestlé

[Category: Retail]

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