Chiquita using Augmented reality to promote brands’ sustainability
12 June 2020

National Geographic And Web Ar To Promote Nespresso Sustainability
Nespresso partnered with photographer Rena Effendi from the National Geographic, who filmed and photographed farmers and their communities over several months. Entitled ‘Beyond the Bean’, this content was then brought to life in exhibitions across Europe and Australia, utilizing Zappar WebAR to let visitors access ‘real’ experience of what Nespresso has been doing with local farmers. Launched in 2003, the Nespresso AAA Sustainable Quality™ Program is a coffee sourcing program, designed and implemented specifically for Nespresso, in collaboration with the Rainforest Alliance In December of 2019, Reuters reported that armed police and labor inspectors raided two large coffee plantations in Brazil to free people working as slaves to grow coofee still certified slavery-free and “sold at a premium to major brands like Starbucks and Nespresso.” READ ALSO Espresso expressing CSR Child slavery has also been found at six Guatemalan farms that believed to supply Nespresso with coffee. Channel 4 Dispatches filmed children working eight hours a day, six days a week, making poverty wages. As soon as the revelations in Guatemala were made, Nespresso’s star George Clooney stated: “Clearly this board and this company still have work to do. And that work will be done.” Again, while companies are dealing with the side-effect effect of their operations on the public opinion, everything should be done to ensure advertising or content partnership are not conceived as merely greenwashing. Photo credits: Maurizio Cattelan’s Comedian, @Perrotin Art Basel Miami Beach. Photo by Sarah Cascone.
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