Cafédirect Plc - Fair Trade coffee, tea and cocoa – direct from the grower
Fair Trade coffee, tea and cocoa – direct from the grower
Fair tradeTrade in products that have been certified and carry a fair trade label. An example of this is a farmer’s cooperative that collectively sells its cocoa to a fair trade organization.
GreenPromotes and/or supports the protection of the environment. An example of this is an organic farming cooperative.
EquityPartners in which Oikocredit has taken an equity investment.
Cafédirect is a pioneering ‘grower-focused’ hot beverages company, which trades in Fair Trade-certified coffee, tea and cocoa, primarily in the UK. The coffee, tea and cocoa originate from smallholder growers based mainly in Africa and Latin America.
The company was the first coffee brand in the UK with a Fair Trade label. Moreover, Cafédirect has developed its own Gold standard for monitoring performance, which is more demanding than internationally agreed standards of Fair Trade.
Oikocredit invested in Cafédirect to reposition the company and the brand in a difficult retail market, to buy out a number of founding investors, and to strengthen Cafédirect’s equity base.
Cafédirect has close relations with its smallholder farmers. Two growers have seats on the Board and 75% of the growers own shares in the company. A large portion of Cafédirect’s gross profit is allocated to specific projects, determined by the growers through the Cafédirect Producer’s Foundation. The foundation supports cooperation among the smallholder farmers and enables the growers to improve their livelihoods.