RUN AT THE SPEED OF. . . SOIL DEGRADATION
HEINZ’S LATEST PLAY FOR GAMING PUTS SOIL HEALTH IN THE SPOTLIGHT, TO HELP PROTECT ITS TOMATOES
ENTER CODE ‘1877-1435-6432' ON THE ISLAND CODE PAGE FOUND ON FORTNITE'S "DISCOVER" SCREEN TO PLAY
Soil plays an essential part in the food system. In fact, it’s estimated that 95% of the food we eat is directly or indirectly produced in soils.
But according to environmental experts, our soils are at risk and could be gone in as little as a generation if we don’t act.
In this struggle for soil health, Heinz is calling out an S.O.S., asking Fortnite players to help change the course and ensure it’s not game over for its tasty tomatoes and food, grown from healthy soils.
The makers of the ketchup consumers know and love have created a one-of-a-kind island, inspired by its tomato farms around the globe. In a Fortnite-first, players will be tasked to out-run ‘The Storm’, faster than the average game.
The shrinking safe zone has been developed to shine a light on the rapid rate at which soil health is declining. But there is good news, playing in the virtual world will have a positive impact on the real world, with Heinz helping to protect an extra 13.5M m2 of soil (equating to more than 1600 football pitches).
Players will be able to experience Heinz’s tomato growing journey in the game, starting in greenhouses that house infant tomato plants, which are then transplanted into fields where they grow into mature, fruit-filled tomato plants.
The island demonstrates just some of the sustainable and regenerative practices that Heinz supports in the real world, in order to grow great quality tomatoes used to make the irresistible tasting ketchup fans know and love.
Practices designed to improve soil health include cover cropping, crop rotation, and maintaining soil cover.
In 2020, Heinz made a commitment to further enhance its sustainable agricultural practices to protect good food for future generations to enjoy.
Cristina Kenz, Chief Growth & Sustainability Officer for Heinz said; “When it comes to Heinz, it all starts with our delicious tomatoes. That’s why we’ve committed to achieving sustainably sourced ketchup tomatoes globally by 2025. Through this commitment, we are building better soils that will not only feed our unique tomatoes but has the potential to help store carbon, an important pillar in our roadmap to aim to achieve net zero carbon emissions by 2050.
Players will be able to access Heinz’s S.O.S. Tomatoes Island from Thursday 16th March, entering code ‘1877-1435-6432’ on the island code page found on Fortnite’s “Discover” screen. Consumers will be able to discover more about Heinz’s sustainable practices by visiting www.heinz.co.uk/S.O.S.Tomatoes and www.heinz.co.uk/caringforsoil
This is an independently created Fortnite Creative experience and is not sponsored, endorsed or administered by Epic Games, Inc.
ABOUT THE HEINZ S.O.S. TOMATOES COMMITMENT
Heinz has launched a soil health program for tomato farmers of Heinz Tomato Ketchup in California.
In order to improve the quality and health of the soil, Heinz makes financial contributions to farmers to promote the use of regenerative agricultural practices through our “soil health program” which includes practices such as cover cropping, crop rotation and composting.
For this game, Heinz makes additional funds of $100,000 available and $30 will be contributed per acre of tomato farming which equals to a total of 13.5 million m2 of soil which will benefit as a result of this game.