George Clooney's latest appearance in Nespresso adverts is raising eyebrows thanks to the actor's noticeably empty cup. However, it is all part of the brand's latest campaign to raise awareness of climate change's impact on coffee production.
Launching on International Coffee Day (October 1), the campaign features Hollywood megastar Clooney, who is also the brand's ambassador, holding an empty coffee cup as a symbol of the risk faced by many coffee growers. Currently, 60% of wild coffee species are endangered and almost half of the land used to grow coffee today could be unviable by 2050.
Fine-grade Arabica, one of the most popular variations of coffee beans, is particularly vulnerable to weather shocks. Nespresso says that empowering farming communities to protect their land against these weather shocks while simultaneously combatting the causes of climate change is critical to the future sustainability of high-grade coffee.
