We Made Dirt for NYC Climate Week

For NYC Climate Week, we created a unique experience: a pie that looks like dirt, made in collaboration with Fillings, an NYC-based pie brand.

We wanted to do something a little different. Instead of another panel, event, or campaign, we wanted to create something people could actually experience, share, and, most importantly, enjoy.

So we made a pie that looks like dirt.

An idea almost a year in the making

The idea started last fall, when we first began talking with the team at Fillings about finding a way to collaborate.

Fillings is an NYC-based pie brand known for its Pie Minis, creative flavors, and turning dessert into an experience. Their whole approach felt like a natural fit for what we wanted to do: take something familiar, make it unexpected, and give people a reason to stop and engage.

Nearly a year after that first conversation, the idea finally became real.

Together, we created a limited-edition dirt & worms inspired pie for NYC Climate Week and brought it to Meadow Lane, one of our customers in NYC.

And honestly, seeing something that had lived in a group chat and a series of conversations for months turn into an actual pie sitting in a NYC shop was pretty special.

A different kind of Climate Week collaboration

Climate Week NYC brings together people from across climate, business, food, technology, and beyond. This year, food and agriculture were a major part of the conversation, with events throughout the city exploring everything from regenerative agriculture and food waste to the future of our food systems.

We wanted our contribution to feel a little less like a traditional Climate Week activation.

Something fun. Something unexpected. Something that made people curious enough to stop, look twice, and ask, “Wait, is that dirt?”

It was.

Sort of.

The dirt & worms pie gave us a way to celebrate Climate Week without taking ourselves too seriously. It was a small, playful reminder that conversations around the planet can happen anywhere, including over dessert.

Bringing it to NYC

Getting to bring the collaboration to life with Meadow Lane made the whole thing even more meaningful.

We love working with our customers in ways that go beyond simply putting Earth Cups on a counter. Collaborations like this give us a chance to create something together and bring our communities into the experience.

For a week filled with hundreds of climate events happening across New York, we were excited to have a small piece of the action happening somewhere people could simply walk in, grab a pie, and enjoy it. Climate Week is, after all, as much about the people and ideas that make up the community as it is about the events themselves.

From “this could be fun” to an actual pie

The best part of this collaboration might be how long it took to happen.

Nearly a year ago, this was just an idea between two teams.

Then came the conversations, the planning, the creative, the pie, and finally, the moment when it was sitting in Meadow Lane ready for people to try.

That’s one of our favorite parts of working with other brands and customers: seeing a simple idea turn into something real.

So, thank you to the Fillings team for dreaming this one up with us, Meadow Lane for helping us bring it to NYC, and everyone who stopped by, grabbed a pie, and got a little dirty with us.

Not your typical Climate Week collaboration.

But we wouldn’t have wanted it any other way. 🌎🪱🥧