Nespresso launches The Empty Cup campaign with George Clooney
Nespresso has launched The Empty Cup campaign to highlight the threat posed by climate change to coffee production.
The campaign urges consumers to consider a life without coffee on International Coffee Day on 1 October, as climate change poses a threat to coffee production.
“The threat of climate change is real and coffee farmers are on the front line. It’s vital that we empower these communities to build financial and environmental resilience, so that they not only survive but thrive and prosper. This concept is at the heart of the Nespresso approach. But this is about more than coffee. 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. The stakes are high,” says Nespresso Brand Ambassador George Clooney.
According to Nespresso, empowering farming communities to protect their land against weather shocks while simultaneously combatting the causes of climate change is critical to the future sustainability of high-grade coffee.
Nespresso is currently doing this by implementing 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.
Nespresso’s AAA Sustainable Quality Program in collaboration with Rainforest Alliance also helps to improve the yield and quality of harvests while protecting the environment and improving the livelihoods of farmers and their communities.
“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,” says Guillaume Le Cunff, Nespresso CEO.
To find out more, visit www.nespresso.com.au
Source: GCR Mag