Michale Caines MBE and Clive Gardiner MD Cafedirect

ABode switch to Cafédirect

18th May 2007, 10:56am

Peros, the independent Fairtrade coffee supply company is to provide Michael Caines' ABode hotels with Cafédirect 100% Fairtrade coffee, Teadirect and Cocodirect.

• Cafédirect was founded in 1991 and is the UK's largest Fairtrade hot drinks company, with a turnover of £21.6 million (2006).
• Cafédirect's share of the Fairtrade markets are as follows for 2006:
  Roast & GroundCoffee – 27.1%
  Freeze-dried Coffee – 47.1%
  Tea – 38.8%
  (Source: The Fairtrade Foundation, March 2007) 
• In a survey of 2,000 global brands Cafédirect ranks No.1 as the most recommended brand (Source: Millward Brown, March 2007) 
• At Cafédirect we don't just buy from growers, we develop long-term partnerships with them. We work with over 250,000 coffee, tea, and cocoa growers in 37 registered Fairtrade grower organisations across 12 countries 
• Cafédirect's business model is unique; growers hold shares in the company, sit on our Board and have a say in how the business is run 
• As well as paying a higher price to growers, we also reinvest a large proportion of our profits into their businesses. From 2003-2006 we invested on average 60% of our profits into tailor-made training and development programmes. This enables growers to strengthen their organisations and take control of their lives. 
• "Through our long-term relationship with Cafédirect we invest in coffee quality. The Coop is training young people to work in coffee. It's creating opportunities for the next generation like me." Fatima Lopez, Prodecoop, Nicaragua. 
• "When we pack Cafédirect tea, we carefully select the tea to ensure it's of superior quality. We do extra checks to confirm the quality because Cafédirect buys directly from us and we want to maintain a continued partnership between Keigoi and Cafédirect." Festus Kaburi, Kiegoi, Kenya. 
• "With the Fairtrade certification, not only do we as growers receive direct benefits, but the community also benefits as a whole. Moreover, we have been able to establish a direct relationship with Cafédirect and that is very important to us." Eusebio Bellen, Conacado, Dominican Republic. 
• Being a member of a cooperative means being a direct exporter of high quality coffee, and this means that all members have to make every effort to meet the highest standards. We work in solidarity, working together to strive to make this business competitive, sustainable and one which brings benefits to all our communities". Barolome Ramirez Lucero – La Prosperidad de Chirinos, Peru 
• Cafédirect's range includes premium Instant, Roast & Ground and Cafédirect Espresso beans. Teadirect, Cafédirect's quality tea product, is available in standard Earl Grey and decaffeinated tea bags. Cocodirect is Cafédirect's luxurious drinking chocolate and is available as an add milk product in 1kg tub format and as an add water variant available in 1kg vending pouches and 23g sachets.
• For further information visit www.cafedirect.co.uk

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