Nespresso is highlighting its efforts at promoting sustainability with a new ad campaign featuring a Colombian coffee farmer and highlighting the company’s investment in coffee-producing communities. The new campaign is a nod to the growing demand among coffee consumers to know more about where their coffee is coming from. Nespresso has been the target of ongoing criticism about its use of aluminium housing for its coffee pods – a choice that critics say creates a huge amount of waste. The company has moved to address these concerns by implementing a recycling program including an initiative in Australia whereby consumers can get pre-paid satchels to send back their used pods for recycling. The new campaign is a shift away from Nespresso’s well-known ads featuring George Clooney. The company has said that Clooney remains involved with the brand.