Coffee group Nespresso marked International Coffee Day with a new advertisement campaign highlighting the threat posed by climate change to global coffee production.
The campaign also references the efforts made by the coffee group to prevent climate change.
New Nespresso Campaign
The new campaign, called The Empty Cup, features brand ambassador George Clooney holding an empty coffee cup as a symbol of the risk facing many coffee growers around the world.
The campaign marks the first time that the group's long-term ambassador is pictured holding an empty cup in place of his regular Nespresso coffee.
Nespresso currently works directly with over 140,000 coffee growers.
Around 60% of wild coffee species are endangered and 50% of the land used to grow coffee today could be unviable by 2050.
Fine-grade Arabica is particularly vulnerable to weather shocks.
Regenerative Agriculture Practices
Nespresso has placed a strong emphasis on protecting the future of high-quality coffee for the last 20 years.
In 2003, the group launched a collaboration with Rainforest Alliance, called the Nespresso AAA Sustainable Quality Programme that aimed to improve the yield and quality of harvests while protecting the environment and improving the livelihoods of farmers and their communities.
Helping farmers to protect their land against volatile weather while also combatting the causes of climate change is critical to the future sustainability of coffee.
Nespresso is doing this through regenerative agriculture in an attempt to both reduce global agri-food emissions and increase rural resilience against the impacts of climate change.
Guillaume Le Cunff, Nespresso CEO, said, "The exquisite taste, high-quality, and specialty coffee blends that are important to coffee lovers are at risk. We must act to protect coffee and coffee communities against climate change. This has been the basis of Nespresso’s approach for 20 years, and now we’re going even further.
"Regenerative agriculture has the potential to make farming part of the solution to the climate crisis. It is an approach which doesn’t just take from the land, but actually heals nature and restores balance. I’m proud that Nespresso is pioneering this transition, but we need to do more. We’re calling on entities – both private and public – to take action that will make a tangible difference."
© 2022 European Supermarket Magazine – your source for the latest A-Brand news. Article by Conor Farrelly. Click subscribe to sign up to ESM: European Supermarket Magazine.