Coffee brand Nespresso wants to expand its sustainability programme for coffee in Africa. An advisory board has been created by Nestlé, the parent company of the brand, to improve the process. This board will hold members of Fairtrade International and Rainforest Alliance, but also actor George Clooney. He has already been the face of the brand for many years.
First to sell coffee from South Soudan
“We always need more coffee, especially sustainable coffee”, said CEO of Nespresso Jean-Marc Duvoisin. “This is why we want to expand our AAA sustainability programme by including more companies and individual coffee farmers from Ethiopia and Kenya.”
The coffee brand also wants to jumpstart coffee farming in South Soudan. Nestlé wants to double the amount of coffee from that region by 2020, bringing it to 10,000 tons. Nespresso also wants to be the first brand to bring coffee from that region onto the international market, since the independence of the country.
Sustainability and Clooney to lure back customers
Currently Nespresso gets 80% of its coffee from its sustainability programme, which includes 56,000 farmers from Columbia, Costa Rica, Guatemala, Mexico and recently also India. As a part of the programme Nestlé pays farmers 30% to 40% more for their coffee than is standard on the global market. The programme also involves several social projects for the coffee farmers.
To promote the sustainability project for the African coffee farmers, Nestlé wants to use actor George Clooney for an advertising campaign. Clooney has been the face of Nespresso since 2006, so this news comes as no surprise.
This new project also has to give sales a push. The past few years the growth of Nespresso has been somewhat stunted: an increase of 20% or more is a thing of the past, now more and more competitors are launching cheaper capsules. Mondelez, the number two worldwide, is launching its range of capsules later this year and they will be compatible with the coffeemakers of Nespresso.