Original fair trade coffee to rebrand

By staff writers
April 21, 2009
Fair trade coffee from cafe direct

The UK’s largest fair trade hot drinks company, Cafedirect, has been struggling in recent years due to competition from supermarkets’ own fair trade certified tea and coffee lines.

The original fair trade hot drinks company, Cafedirect was formed in 1989 after the collapse of the International Coffee Agreement.

Working in 13 developing countries and with more than 260,000 farmers, Cafedirect reinvests 60% of its profits back into the 39 grower organisations that supply their tea and coffee.

The last few years, however, have seen the company’s profits dip by 5% year on year, prompting an overhaul of its branding and product design. The shake-up will also include bringing Teadirect and Cocodirect under the Cafédirect brand.

The Ethical Superstore, the Internet’s premier ethical retailer features the widest selection of Cafedirect products, at lower prices then UK supermarkets. Buying in bulk will yield even greater savings for the discerning conscientious consumer.

CEO Anne MacCaig hopes the rebranding exercise will encourage many old customers to buy Cafédirect again. Concerned is ultimately for the suppliers in developing countries who founder without Cafedirect's business. The company aims to “strengthen the influence, income and security of producer partners in the South and link them directly to the consumer.”

You can get fairtrade coffee from the Ethical Superstore here

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