New Nespresso Campaign Highlights the Need to Protect High-quality Coffee From Climate Threat
Published byNespresso, the pioneer and reference-point of
high-quality portioned coffee, marks International Coffee Day by highlighting
the threat posed by climate change to global coffee production and shining a
spotlight on efforts to protect it.
The new campaign, titled 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, 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. Fine-grade Arabica is particularly
vulnerable to weather shocks.
Securing and protecting the
future of high-quality coffee has been central to the Nespresso strategy
for 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 simultaneously combatting the causes of climate change is critical
to the future sustainability of high-grade
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 George Clooney, long-term brand ambassador of Nespresso, is pictured
holding an empty cup in place of his trademark Nespresso coffee.
George Clooney said: “The threat of climate change is real and
coffee farmers are on the front line. It is 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.”
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 the Nespresso approach for 20 years,
and now we are going even further. Regenerative agriculture has the potential
to make farming part of the solution to the climate crisis. It is an approach
which does not just take from the land, but actually heals nature and restores
balance. I am proud that Nespresso is pioneering this transition, but we
need to do more. We are calling on entities – both private and public – to take
action that will make a tangible difference.”
Nespresso is collaborating with the
Rainforest Alliance to build a framework for regenerative agriculture in
coffee. Santiago Gowland, Rainforest Alliance CEO, said: “Almost a quarter of emissions come from
agriculture, forestry, and other land use. We urgently need swifter action to
address climate change and changing the way we grow our food must play a big
part. The good news is that transitioning to regenerative agriculture can reduce
the impact of farming and sustain our global food system for future generations.”
The impact of climate change is felt acutely in Puerto Rico where five
years ago, hurricanes devastated coffee production, wiping out 80% of the
island’s crop. Thanks to the efforts of a multi-stakeholder programme,
including Nespresso, this year’s harvest is projected to return to pre-hurricane
levels for the first time.
Nespresso brings a holistic approach to
its sustainability efforts. Besides sustainable sourcing, the Nespresso
recycling programme ensures a circular model and a sustainable value chain. Nespresso
coffees are packaged using responsible and traceable aluminium, which is
infinitely recyclable. With circularity in mind, all packaging of boxes at Nespresso
utilises recycled and recyclable materials.
Boosting local recycling rates is essential to reducing environmental
and climate impact. The various Nespresso recycling initiatives in
Malaysia, such as ‘Recycling at Home’ (where used capsules are picked up via courier)
and being able to simply drop off used capsules at any Nespresso
Boutiques or kiosks, enable customers to recycle their coffee capsules with
ease.
Nespresso is committed to making a cup of coffee a force for good by reducing, reusing, and recycling. In 2021, Nespresso collaborated with Red Hong Yi, a renowned local artist, to amplify its recycling message “Doing Is Everything’. The art installation comprised seven mirrored panels showcasing the key message, using over 24,000 pieces of used Nespresso coffee capsules.