Cafédirectis celebrating its 30thanniversary this year. More than just a purveyor of ridiculously good coffee, the brand is also a champion for good. Since 1991, it has given£30 million back to its network of coffee growers.
In 2020, over 1,000 metric tonnes of Fairtrade coffee were sold through Cafédirect products, which made for 189 million cups of coffee.
The brand then invested more than £1.5 million pounds in impact on Fairtrade, Organic and also Producers Direct, a UK charity that works directly with farmers to improve sustainability and livelihoods across the coffee growing world.
Chief Executive Officer John Steel said, “In the face of unparalleled uncertainty due to the global pandemic, Cafédirect responded incredibly well to protect its people, optimise its market position and adjust to further benefit smallholder farmers' livelihoods. Operationally, Cafédirect’s close, direct and longstanding relationships with smallholder farmers proved invaluable as the world struggled to adapt to the impact of COVID-19. Supplies were maintained and stocks managed to meet the rapidly changing fortunes of different sales channels and customers.”
Cafédirect has also launched its Gold Standard – a commitment towards making a positive impact in 4 areas.
Firstly, to its customers, Cafedirect continues to innovate and design great-tasting, sustainable products that surprise and delight customers, and also to inspire the community to make a difference.
Secondly, to continue its mission to help growers build a sustainable livelihood and a sustainable future by supporting their access to the right knowledge, skills and training.
Thirdly, to repair our planet through the sustainable use of resources and other sustainability practices such as regenerative agriculture.
To this end, Cafedirect has made progress towards its ambition to make all its products 100% recyclable or compostable by changing the lids of its instant coffee from black to gold.
While the original black lid was also made from recyclable material, the ink in the black lids made them non-detectable in the Near Infrared Waste Management sorting systems. The new gold lids can be detected and recycled. The entire instant coffee jar is now 100% fully recyclable.
Last but not least, to continue to shape the industry and champion business as a force for good through raising awareness of important issues, accountability and transparency.
October Promotions
Join Cafédirect in making the world better for coffee growers and farmers. By buying the products, you are also supporting them. The following products will be on promotion in supermarkets throughout October 2021:
Roast Ground Blends – 1 for $6.95 (U.P $8.60)
- Smooth – A silky smooth roast for anytime drinking
- Lively – A well rounded roast for anytime drinking
- Intense – A darker roast for a richer drinking experience
- Espresso – A refined roast with a dark chocolate aroma
Freeze Dried – 1 for $8.45 (U.P: $10.90)
- Smooth Roast – A silky smooth roast for anytime drinking