Cultivate by PepsiCo

The story

As EU policy shifted toward implementation, PepsiCo wanted to reinforce its role in Brussels as a constructive, long-term partner, aligned with Europe’s competitiveness agenda. Active across agriculture, packaging, water and innovation, the challenge was to present that work in a clear, connected way that resonated with EU policymakers and reflected delivery rather than ambition.

Cultivate was three days of EU policy exchange on Place du Luxembourg, steps from the European Parliament, where ideas were stocked, shared and savoured together. Not a conference but a living conversation: open, collaborative and rooted in shared purpose, it brought policymakers, business leaders, NGOs and innovators together to connect, co-create and reimagine what sustainable progress looks like. Because when ideas are exchanged openly, new growth begins.