Sweetgreen has announced the release of the latest installment in its Faces of the Farm original content series, an initiative designed to honor and celebrate the farmers and growers who provide the fresh, real ingredients at the center of its menu. The new feature turns the spotlight on Drake Family Farms, a California-based goat cheese producer and one of Sweetgreen’s longtime sourcing partners. The launch coincides with National Goat Cheese Month, further underscoring the role of quality, artisan cheese in the fast-casual brand’s seasonal menu offerings.
Since its debut in March, Faces of the Farm has served as a platform for Sweetgreen to showcase the people who are central to its sourcing ethos—farmers, ranchers, and growers who cultivate ingredients with care and sustainability in mind. Since its founding in 2007, Sweetgreen has been guided by the principle of sourcing directly from local, sustainable farms. This series brings those values to life through original storytelling, humanizing the supply chain and offering guests an inside look at the passion and dedication behind every ingredient.
A Partnership Rooted in Trust and Shared Values
The centerpiece of this installment is Dan Drake, the founder of Drake Family Farms. Based in Southern California, Dan has become well-known not only for his artisan goat cheese but also for the playful, affectionate herd of goats that help make it possible. His relationship with Sweetgreen began over a decade ago with a simple farmers market encounter. From that initial meeting grew a long-term partnership that today stands as an example of how restaurants and local producers can support each other in building a healthier, more sustainable food system.
To commemorate the campaign’s launch, Sweetgreen invited Dan Drake to New York City for a once-in-a-lifetime experience. On August 13, Drake Family Farms was featured front and center on a Times Square billboard, where a video campaign starring Dan and his goats premiered. The moment highlighted both the farm’s contribution to Sweetgreen’s menu and the broader recognition of farmers as the backbone of the food system.
“When we started Sweetgreen 18 years ago, our mission was simple: source better ingredients from local farmers and growers, and connect more people to real food,” said Nicolas Jammet, Sweetgreen co-founder and chief concept officer. “Faces of the Farm is a celebration of the people at the heart of that mission—farmers like Dan, who dedicate their lives to caring for the land, animals, and communities they serve.”
Bringing the Farm to the Community
As part of the campaign’s community engagement, Sweetgreen is offering guests the chance to meet Dan and his goats in person. On August 23, Drake Family Farms will make an appearance at Sweetgreen’s Silverlake restaurant in Los Angeles beginning at 11 a.m. PT. Visitors will be able to interact with the goats and hear Dan’s personal story about running a sustainable farm in California. The event aims to create a tangible connection between consumers and the source of their food, bridging the gap between farm and table.
“One of the best things you can do is hold baby goats—it’s scientifically proven to reset your chakra,” joked Dan Drake. “We’re excited to continue sharing our delicious goat cheese with Sweetgreen fans, and to celebrate a partnership rooted in quality, care, and a whole lot of goat love.”
A Menu That Tells a Story
The release of the Drake Family Farms Faces of the Farm video comes on the heels of Sweetgreen’s new summer seasonal menu. Known for menus that evolve with the harvest calendar, Sweetgreen’s latest offerings highlight peak-season produce and the artisanal ingredients sourced from trusted local farms.
This summer lineup includes three new entrées designed to showcase freshness and bold flavor combinations. Two of these feature Drake Family Farms’ creamy goat cheese, available throughout the Southern California region:
- Peach + Goat Cheese Salad: Juicy summer peaches tossed with olive oil and fresh basil, paired with Drake Family Farms’ goat cheese, crunchy toasted almonds, and Sweetgreen’s signature balsamic vinaigrette. The dish balances sweet and savory flavors for a refreshing seasonal option.
- Elote Bowl: Inspired by Mexican street corn, this bowl layers smoky roasted corn and peppers, vine-ripened tomatoes, tangy goat cheese, and tortilla chips, all brought together with a vibrant lime cilantro jalapeño vinaigrette.
- New! Chicken Caprese: A fresh take on the Italian classic, featuring roasted chicken, pesto pearl mozzarella, vine-ripened tomatoes, and crisp greens, finished with a tangy balsamic vinaigrette.
By highlighting local farms like Drake Family Farms in its seasonal menu, Sweetgreen emphasizes its “from farm to bowl” philosophy. Every dish not only provides nourishment but also tells the story of the growers and artisans whose work makes these meals possible.
Storytelling That Strengthens the Mission
The Faces of the Farm: Drake Family Farms video will premiere on August 19 across Sweetgreen’s digital platforms and in its customer newsletter. The campaign is more than a promotional effort—it is a storytelling project designed to strengthen connections between farmers and consumers. By sharing Dan Drake’s journey, Sweetgreen highlights the personal dedication behind the ingredients in its bowls and salads, offering guests a richer appreciation of the food on their plates.
For Sweetgreen, this type of narrative-driven campaign underscores its broader mission to reshape fast food by prioritizing transparency, traceability, and sustainability. Rather than simply listing the names of farms on its menu, the company seeks to bring those farms to life, fostering loyalty not just to its brand but also to the broader movement for better food systems.
