Nespresso’s The Empty Cup campaign steps up to long-term commitments of preserving the world’s finest coffees
The Empty Cup Nespresso campaign features brand ambassador George Clooney holding an empty coffee cup as a symbol of the risk facing many coffee growers around the world, of which over 140,000 work directly with Nespresso. Currently, 60% of wild coffee species are endangered and 50% of the land used to grow coffee today could be unviable by 2050, particularly fine-grade Arabica which is vulnerable to weather shocks.
Protecting the future of premium coffee has been central to Nespresso’s strategy over the last 20 years. Launched in 2003 in collaboration with Rainforest Alliance, the Nespresso AAA Sustainable Quality™ program helps to improve the yield and quality of harvests while protecting the environment and improving the livelihoods of farmers and their communities.
Empowering farming communities to protect their land against weather shocks, while concurrently tackling the causes of climate change, is critical to the future sustainability of premium coffee. Nespresso is doing this through regenerative agriculture, an approach that has the potential to not only reduce global agri-food emissions but to increase rural resilience against the impacts of climate change.
The Empty Cup campaign marks the first time that Nespresso’s long-term brand ambassador is pictured holding an empty cup in place of his trademark Nespresso coffee. “It’s vital that we empower these communities to build financial and environmental resilience so that they not only survive but thrive and prosper. Climate change is not something that a single company or even an entire industry can fix. It requires urgent, bold action on a global scale.” says George Clooney.
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