Cafédirect is a UK-based alternative trading organization. Cafédirect is the UK’s first and largest 100% Fairtrade drinks brand. It is the only tea and coffee brand to have received ethical accreditation from the Ethical Company Organisation, achieving No 1 ranking and top marks in all categories across Fairtrade, human, animal welfare and environmental criteria.. As well as coffee, Cafédirect has a hot beverage range that includes 100% Fairtrade tea and hot chocolate. Cafédirect works with over 280,000 coffee, tea, and cocoa growers in 38 registered Fairtrade producer organisations across 12 developing countries, affecting the lives of over 1.8 million people around the world.
Since 2006, the business has invested more than £4 million of its profits directly into the businesses and, in total, paid more than £12.9 million towards the businesses and communities of its grower partners.
Cafédirect's mission is to "change lives and build communities through inspirational, sustainable business. We focus our social and economic impact in the developing world."
Cafédirect was founded in 1991 by Oxfam, Traidcraft, Equal Exchange Trading and Twin Trading as a response to the 1989 global collapse in coffee prices. Cafédirect revolutionized the Fairtrade world by launching the movement's very first mainstream coffee brand. It was also the first Fairtrade coffee brand to carry the Fairtrade Mark in the UK and the first Fairtrade product to be sold in supermarkets such as Co-op and Safeway.
In 2007, the company's market share for hot drinks equated to 34%, 32%, and 14% respectively of the UK's Fairtrade coffee, tea, and drinking chocolate markets. In the overall market, Cafedirect is the 5th largest coffee brand and 7th largest tea brand in the UK.
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