Cafédirect

Cafédirect is a UK-based social enterprise and coffee company founded in 1991. It emerged in response to the coffee crisis of the late 1980s, when a collapse in global coffee prices left many small-scale coffee farmers in Latin America, Africa, and Asia in dire poverty. Cafédirect was the first fair trade coffee company in the UK and has since expanded its product range to include tea and hot chocolate. The company's mission is to improve the livelihoods and well-being of smallholder farmers by providing them with fair and secure trading conditions, as well as investing in community development projects.

History

Cafédirect was established by Oxfam, Traidcraft, Equal Exchange, and Twin Trading in 1991, following a significant drop in global coffee prices. This consortium of charities and social enterprises aimed to provide a more equitable platform for coffee farmers to sell their produce, ensuring they received a fair price that reflected their hard work and investment. The initiative was a direct response to the crisis that left millions of coffee growers around the world in poverty.

Business Model

Cafédirect's business model is centered around fair trade principles. The company commits to paying at least the Fairtrade Minimum Price for all the coffee, tea, and cocoa it purchases, which acts as a safety net for farmers when market prices fall below a sustainable level. Additionally, Cafédirect pays a Fairtrade Premium, which is an extra sum of money that goes directly to farmer cooperatives to invest in business or community projects of their choice. Beyond these financial commitments, Cafédirect places a strong emphasis on developing long-term relationships with its producer partners and investing in quality improvement programs to enhance both the quality of life for farmers and the quality of the products.

Products

Cafédirect offers a wide range of products, including:

• Coffee: The company sells a variety of coffee products, including whole bean, ground coffee, and instant coffee, sourced from over 40 producer organizations in 14 countries.
• Tea: Cafédirect's tea range includes black, green, and herbal teas, sourced from tea gardens in Africa and Asia.
• Hot Chocolate: The company also offers hot chocolate made from cocoa sourced from cooperatives in the Dominican Republic and Peru.

Sustainability and Impact

Cafédirect is committed to sustainability and positive social impact. It was the first coffee brand in the UK to carry the Fairtrade mark and has continued to lead in sustainable practices within the industry. The company invests over 50% of its profits back into the farmer communities through its Producer Support and Development programme. This investment supports various projects, including climate change adaptation, organic farming practices, and business skills development, aimed at enhancing the resilience and sustainability of smallholder farmer livelihoods.

Awards and Recognition

Cafédirect has received numerous awards for its quality products and commitment to social and environmental sustainability. These include the Queen's Award for Enterprise in Sustainable Development and several Great Taste Awards.

See Also

• Fair trade
• Social enterprise
• Sustainable development
• Coffee production

External Links

• Official Cafédirect Website