Nespresso is marking the upcoming International Coffee Day with a new campaign highlighting the threat that climate change is posing to global coffee production.
‘The Empty Cup’ aims to shine a spotlight on the ongoing efforts to protect the industry and will feature iconic brand ambassador, George Clooney holding an empty cup for the very first time – symbolising the ongoing threats that coffee growers are facing.
Set to be the Hollywood star’s 16th campaign for the Swiss brand, Clooney will urge the pubic to ‘think outside the cup’ in order to fight climate change.
It is estimated that around 60% of wild coffee species are now endangered and that 50% of the land area used for coffee growing today may be no longer be viable by 2050.
“For many of us, coffee plays a hugely important role in our daily lives, with an estimated 98 million cups consumed in the UK alone every day,” Nespresson UK & ROI CEO, Anna Lundstrom said.
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“International Coffee Day is of course a global celebration of that love and passion for high quality, exquisite blends, sourced from regions across the globe.
“This year however, we’re also looking beyond the cup to spotlight the very real threat of climate change to the future of the world’s favourite beverage, and the livelihoods of millions who depend on it.”
Commenting on one of his philanthropic passions, Clooney added: “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.
He concluded: “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.”
