News and Events

01 Oct 2022

New Nespresso campaign highlights need to protect high-quality coffee from climate threat

In The Empty Cup, starring George Clooney, Nespresso spotlights the risk that climate change poses to farming communities as the brand steps up its long-term commitment to preserve the world’s finest coffees The new campaign, entitled 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 Nespresso’s 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 Nespresso’s long-term brand ambassador is pictured holding an empty cup in place of his trademark Nespresso coffee.