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New fairtrade organic espresso bean

Cafédirect launch new fairtrade organic espresso bean

18th May 2007, 3:23pm

Coffee connoisseurs and lovers of espresso need look no further than to Cafédirect – for a cup of excellent quality Espresso Coffee.

This year's Caffe Culture Show sees the launch of new Cafédirect Fairtrade Organic Espresso Coffee Beans. With a high Arabica content (80%) sourced from Latin America and Africa, these organically grown beans deliver a lively and smooth espresso coffee with a rounded acidity and zest. Specially roasted to bring out the intense coffee flavours, the beans are ideal for serving in the workplace, coffee shops, cafes and restaurants.

According to the Soil Association Annual Review 2006, organic sales in the UK are increasing 30% year on year, and sales of Fairtrade products are increasing 54% year on year, so it is an exciting time to be bringing a Fairtrade Organic espresso bean to the market.

Louise Whitaker, Cafédirect 's Trade Marketing Manager, Out of Home says: "Cafédirect Organic Espresso Coffee Beans have been developed as a result of increasing requests from our customers from an espresso bean that is both organic and Fairtrade. Our growers benefit too from additional premium payments as per the Fairtrade criteria on organic produce. These cover costs such as organic certification costs."

Cafédirect's Organic Espresso Coffee Beans are the existing Wholebean Espresso Bean are available in 4x1kg bags and are both suitable for bean to cup automatic coffee machines or for traditional espresso machines.

Louise adds "Consumers are becoming more and more discerning and are demanding rich and stimulating tastes. The focus on quality and taste has never been greater and, as a response, our growers are producing some great coffees. This way, our customers can enjoy a delicious cup of coffee in the knowledge that they are contributing to improving the quality of life of growers and their communities in developing countries."

Cafédirect's unique working relationship with its grower partners is built towards developing more sustainable organisations. Between 2003-06, on average, 60% of Cafédirect operating profits were reinvested into tailor-made training and development programmes, making growers' businesses stronger for the future.

For further information please contact: Judy Burrows/Gerri McNally @ FML Public Relations – tel: 01273 834716; e-mail: judy@fml-pr.co.uk

Notes on Cafedierct plc

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 shares of the Fairtrade markets are as follows for 2006:

Roast & Ground Coffee – 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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