Download Foodservice Footprint Issue 9 - January 2011
Download Foodservice Footprint Issue 9 - January 2011
Download Foodservice Footprint Issue 9 - January 2011
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34<br />
FOOTPRINT CASE STUDY<br />
Direct Action<br />
Cafédirect has a relatively short history in the scheme of things but<br />
as a mover and shaker of sustainability its contribution has been<br />
emphatic. <strong>Footprint</strong> finds out how Cafédirect goes about its<br />
marketing and finds, surprisingly for such a well known<br />
brand, it has quite a softly, softly approach.<br />
It seems light years ago but it was<br />
only in 1991 that Cafédirect first<br />
burst into life. The collapse of the<br />
International Coffee Agreement sent<br />
market prices plunging, putting the lives of<br />
millions of smallholder farmers around the<br />
world in jeopardy. Three coffee growing<br />
communities (in Peru, Costa Rica and<br />
Mexico) each shipped a single container<br />
of coffee, loaned on trust, to the UK<br />
where the beans were roasted and sold<br />
through church halls, charity shops and<br />
at local events. Such was the beginning of<br />
Cafédirect.<br />
As <strong>2011</strong> dawns, the Cafédirect brand<br />
has grown to be one of the most popular<br />
in the hot beverage market in and out of<br />
home. It started off in 1991 with just one<br />
Cafédirect coffee – Medium Roast Fresh<br />
Ground. Since then it has added lots<br />
more: a rich roast, an espresso, specialist<br />
fresh ground and beans for the coffee<br />
connoisseur, decaffeinated coffees and a<br />
range of instant coffees. Some are single<br />
origin, some are organic but all of them<br />
are Fairtrade.<br />
The business is now working with 40<br />
growers in 14 countries and 260,000<br />
farmers and is actively improving the<br />
lives of more than 1.6 million people.<br />
In the past five years alone, Cafédirect<br />
has invested more than £3 million of its<br />
profits directly into the businesses and<br />
communities of its growers, and paid more<br />
than £7.5<br />
million over<br />
and above<br />
market prices for<br />
its raw materials.<br />
According to Cafédirect’s<br />
Head of Marketing and<br />
Communications, Nicola Pearson:<br />
“We have found that our customers and<br />
consumers want quality from a sustainable<br />
and ethical business and that is what<br />
we provide. They are also interested in<br />
food integrity and provenance and we are<br />
perfectly placed through our cooperative<br />
of farmers to deliver high quality product