A new pilot scheme has been launched by NFU Energy, NFU Sugar, and Nestle to incentivize sugar beet growers to adopt environmental services on their farms. The scheme allows manufacturers to invest directly in the environmental sustainability of their raw materials by purchasing environmental services from the growers. The initiative will start by offering an incentive payment of £28/ha to growers who use nitrogen placement in 2024, a practice that reduces the total nitrogen required by the crop and promotes faster growth. Growers must register with NFU Energy, provide evidence of the use of placement N-fertiliser, and submit contractor invoices or field records to verify completion.