Cafedirect says its birth came after the collapse of the International Coffee Agreement in 1989. The fairtrade brand now works with 39 grower organisations, in 13 developing countries and with more than 260,000 farmers.
Tea-direct and Cocodirect, sub-brands for tea and coco products, are expected to come under the Cafeedirect brand in a shakeup being led by CEO Anne MacCaig and comes after a 5% drop in year-on-year sales.
Cafedirect spends £2m in the UK with marketing and branding agency Albion.
The fairtrade brand will also introduce a new design and branding image in May that was designed by Carter Wong. The new packs each feature signatures from their grower partners and each one has their own seal of approval.
Each pack will also show the tools used by the growers to produce the product. While the pack designs will be new Cafedirect stress that the product remains the same.
In Pure Spirit
What do you think? Should fairtrade companies like Cafedirect spend as much as £2m on advertising? Isn’t advertising necessary in order to persuade the public to adopt fairtrade products?
Do you think the Fairtrade Foundation accredited tea and coffee lines sold by the supermarkets is a good thing for fairtrade or not?