Actor and activist George Clooney is championing a new initiative which will boost the production of coffee in war-torn Sudan. The Descendants star has long been involved in raising awareness about the troubled African region, and now he is hoping to give the fledgling economy in the newly-independent South Sudan a boost by convincing bosses at coffee brand Nespresso, for which he is a brand ambassador, to do business with local farmers. During a press conference in Paris, France on Tuesday (16Jul13), Clooney said, "There is a real opportunity here. "There is only one product coming from South Sudan right now, that's oil, and the problem (with) oil is that someone, a company, takes the oil from the ground, beneath the feet of the actual people who put (it) there, put it in a pipeline... and they sell it. It (the money) doesn't seem to trickle back down to the people." As part of the deal, Nespresso executives have pledged to develop the roads and infrastructure needed to help farmers export goods by 2015 and Clooney is convinced coffee production could be "a real game-changing move" for the new nation.