George Clooney: Made With Care Movement
What goes into a perfect cup of coffee? It’s a long cherry-to-cup journey that begins with farming the land. But it’s not as simple as it sounds. From India to Indonesia and Colombia to Zimbabwe, thousands of farmers in coffee-growing regions face crushing internal conditions that, without outside help, could grind them to extinction.
Two years ago, Nespresso launched Reviving Origins, a new program to restore coffee farming in regions where it is under threat. Through its AAA Sustainable Quality Program, it is working with farmers that have been blighted by conflicts, economic hardships or environmental disasters.
Of course, the mere mention of Nespresso brings up images of gorgeous George Clooney nursing a cuppa. Appearing in commercials and events are not his sole duties as Nespresso’s brand ambassador. Known to be a supporter of numerous advocacies, especially on human rights, his values are in line with the company’s ethos: that crafting high-quality coffee can be both an art and a catalyst for positive change – if care is instilled in every detail.
“Nespresso and I have always shared a passion for sustainability and farmer welfare. And if the past year has shown anything, it’s that care is pivotal to communities’ wellbeing and resilience...That’s why I feel privileged to stand alongside people with the same values in the “Made with Care” movement – from activists, to celebrities, to some of the most dedicated farmers and coffee experts I have ever met. Together, we are committed to sustainability, fairness and to ensuring we can enjoy great coffee for generations to come,” according to George, who has been the brand ambassador since 2006.
Care for coffee farming communities and the pursuit of gender equality are highlighted on the three-minute launch video entitled “What is Care” released in May 2021. It features George and a number of powerful advocates for equity and inclusivity who share the same values with their passionate championing of pressing societal issues deeply rooted in their human care code… (some abbreviated excerpts from the video):
George: Care is protecting a way of life for generations… Committing to be carbon-neutral by 2022… Making sure farmers have stable income… Care is bringing passion to everything you do… Care is doing more listening than talking… For all we’re doing it’s still just a start…
Sonia Rolland, actress, philantropist: Creating resilient communities.
Jean Imbert, chef: Care is creating a project that inspires the world.
Dr. Nyagoy Nyong’o, Global CEO, Fairtrade International: Care is taking action on behalf of fairness and sustainability.
Tristan Lecomte, environmentalist: Care is about balancing human activities with nature.
Johanna Ortiz, fashion designer: Thinking practically and responsively... Recognising women’s strength.
Chiara Ferragni, digital entrepreneur: Emprowering women everywhere.
Juliana Correa, Nespresso agronomist: Improving the quality of life for coffee farmers.
Alexis Rodriguez, Nespresso coffee master: Respecting farmers craft in every cup….devotion to every detail…
The video also includes Nespresso partners and people behind the brand who share the company’s long-term commitment to sustainability as well as respect for the artistry involved in crafting quality coffee.
Quality doesn’t happen by chance but results from conscious choices and the great care taken by the company throughout its global operations. It is bringing back to life some of the rarest coffees for all coffee connoisseurs to discover.
Since its launch in 2019, Reviving Origins has enabled the production of exquisite coffees from areas of Zimbabwe, Uganda, Colombia and the Democratic Republic of Congo (DRC) to become available as seasonal coffees for Nespresso coffee drinkers.
As a result coffee farmers in these regions are starting to rebuild sustainable livelihoods, restoring their local economies and bring much-needed development to their rural communities.
For example, back in 1980, coffee was the second most important export for DRC, and ranked among the world’s finest. Volumes have dropped by 10 times in the early 2000s due to years of instability that had a devastating impact on the industry.
Together with global non-profit TechnoServe, the U.S Agency for International Development (USAID) and coffee trader Virunga Coffee/Olam International, the brand is working with 2,500 farmers in South Kivu to improve coffee quality and yield, and embed sustainable farming practices, while increasing incomes.
The company is also in the process of expanding the program across North Kivu to potentially include up to 1,700 organic certified farmers.
Nespresso’s Kahawa ya Congo blend is the first organic blend under the RO program. The beans are grown in the Lake Kivu region, where the once-thriving coffee farming community has been ravaged by decades of political and economic instability.
“This coffee [Kahawa ya Congo] represents the incredible spirit of Congolese farmers who have overcome so much to build a better life for their families. In working with these farmers to improve their coffee crops, TechnoServe has seen how dedicated buyers like Nespresso, who pay higher prices for higher quality, can transform the livelihoods of thousands of people in this conflict-affected region. We’re looking forward to a bright future for Congolese coffee and for the hardworking farmers who produce it,” according to Will Warshauer, President and CEO of TechnoServe:
Kivu coffee farmer, Turanyi Kabasura, said: “I see my remaining days being better than those in the past, because I am going to work, assured of receiving regular pay and a bonus each time after the coffee sale. In my whole life, no one has ever given me such a bonus. I can use that to develop other strategies, such as raising small livestock, or my wife can run a small business. I am starting to see the results of my work.”
What is Care? The answer of Sudanese-American poet and activist Emi Mahmoud on ‘Made with Care’ video succinctly sums it up:
“Care is a calling. A call to all mankind to help the earth and know her name again. Care is a service. Service to our communities, our environments, service to the future we hope truly is eternal because we worked for it, we advocated and built a way through it and we’ll make that journey together.”
Watch “What is Care? People are also invited to join the movement by sharing what care means to them online, with the hashtag #MadeWithCare.
Debbie | ws
Images: Nespresso website and IG | Videos: Our Natural Cilmate Solution | Reviving Origins | AAA Sustainable Quality | Coffee Stories: From cherry to cup | Colombia | Kenya | Nicaragua | Costa Rica | Coffee farmers Hall of Fame