UK’s recommended Cafédirect brand of premium coffees is re-positioning its brand image to
UK’s recommended Cafédirect brand of premium coffees is re-positioning its brand image to better capture its modern spirit and reflect its organizational ethics. Highlighting “A Force for Good,” the concept that informs its business model, Cafédirect has unveiled two new premium instant freeze-dried coffee products sourced directly from growers for the pleasure of true organic coffee aficionados.
Bangkok – May 2018: Cafédirect, the UK’s largest award-winning 100% Fairtrade* hot drinks company, has revamped its logo to give it a more modern appearance and better reflect the organization’s unique ethics. “With this new design, Cafédirect is putting a spotlight on its adherence to the concept of “A Force for Good,” whereby the company puts a premium on fairness and invest over 50% of its profits back to the communities of its over 280,000 coffee growers to give them opportunities for better living conditions. It is also launching two new products in Thailand specifically for real organic coffee lovers.” said Mrs. Olivia Minter, Senior National Account Manager, Cafédirect Co., UK.
“With quality coffee beans sourced directly from growers, Cafédirect’s two latest premium coffee blends cater to those who wish to enjoy the aroma and velvety smoothness of coffee without compromising their commitment to an organic way of life. The” Organic Smooth Blend” consists of coffee organically grown in Uganda, where the geography lends itself perfectly to natural and organic coffee cultivation. The slower pace of organic growing results in a fuller and more complex flavor. Also available is the specially-created” Organic Decaf Blend”, made with Arabica coffee beans handpicked from sources in Peru, Uganda, Nicaragua roasted and blended with great care to deliver a medium roasted flavor, with a hint of sweetness of Peruvian coffee and a fruity note, which blend harmoniously with the fragrance of Nicaraguan coffee and the bright acidic overtone of Ugandan coffee. Thanks to the decaffeination process with the CO2 method, the coffee retains its special flavors and a full body.” said Mr. George Kokkalis, Production manager and Q Grader, Cafédirect Co.,UK.
“For the market overview in Thailand, the product highlights are still the terroir coffee range, especially “Machu Picchu”, which comes in three variants: instant freeze-dried ground and beans. As the coffee market continues to enjoy a steady growth, coupled with a rising trend of organic consciousness among consumers, these new blends have been created to increase the market share. It is expected to contribute to grow the sales at a double-digit percentage.” Mrs. Minter added.
Cafédirect is among the pioneering members of the Fairtrade movement. It reinvests 50% of its profits to coffee growers, which not only enhances their quality of life but also strengthens their passion for coffee cultivation, in turn improving the quality of their coffee beans. Thus, when you buy Cafédirect products, you are taking a small step in supporting communities of coffee growers. To help you decide the right roast ground coffee for you, our packages carry numbers from 3 to 6, indicating the intensity of coffee, along with the types of roasting and coffee beans used in the blends. Cafédirect’s two latest organic freeze-dried instant coffees are now available at select stores and supermarkets, namely Central Food Hall, Tops Market, Gourmet Market, the Mall Group, and Villa Market.
For additional information, please visit www.cafedirect.co.uk.
Notes: - *Fairtrade is a global movement with a strong and active presence in the UK represented by the Fairtrade Foundation. It makes a difference to the lives of the people who grow the things we love including coffee. It strives to change the way trade works through better pricing, decent working conditions and a fairer deal for farmers and workers in developing countries.
About Cafédirect
1. Cafédirect was founded in 1991 and is a leading social enterprise and 100% Fairtrade hot drinks company.
2. Through direct, personal and long-term relationships, Cafédirect partners with over 280,000 smallholder growers in 39 grower organisations across 12 developing countries.
3. The work of Cafédirect positively impacts the lives of 1.4 million people with their families in developing countries.
4. As a business, Cafédirect is different: Growers have shares in the company and have two seats on the Cafédirect Board of Directors.
5. Cafédirect’s unique approach has seen the company paying fair prices and working directly with smallholder growers so that they can develop their businesses and increase their influence in highly competitive commodity markets.
6. Cafédirect have invested over 50% of their profits back into the growers communities they work with.
7. The re-investments are since 2004 channeled through Producers Direct, a grower-held foundation, with a total of £ 6 million re-invested to date.
8. Cafédirect has won over 30 prestigious Great Taste Awards over the last 8 years The Tarrazu Roast & Ground Coffee has just clinched a Great Taste Award in 2016.
Georgios Kokkalis – Production Manager
Georgios joined Cafédirect in 2015 as a coffee roaster, roasting on their 12 kg Probat. Georgios develops profiles for different coffees, constantly tasting a variety of coffees and pairing flavour profiles to compliment the taste profiles of Cafédirect customers. Georgios is one of the few roasters that has a Q Grader Qualification, the only certification in the industry that is based on quality, allowing him to grade and score coffee. Alongside his roasting expertise, he has hands-on contact with the brand’s partner-growers through the co-ops, which represent 280,000 farms across Latin America and Africa.
Georgios ร่วมงานกับคาเฟ่ไดเร็คเมื่อปี 2558 ในตำแหน่ง ผู้คั่วเมล็ดกาแฟ คั่วโดยเครื่องคั่วกาแฟหนัก 12 กิโลกรัมแบรนด์ Probat Georgios พัฒนาสูตรกาแฟได้หลากหลาย ผ่านการชิมกาแฟมาหลากหลายรสชาติและจับคู่รสชาติของกาแฟ จนได้สูตรที่น่าพึงพอใจสู่ผู้บริโภค ในนามของคาเฟ่ไดเร็ค Georgios ถือเป็นหนึ่งในผู้คั่วกาแฟไม่กี่คนที่ได้รับประกาศนียบัตรของ Q Grader ซึ่งเป็นการรับรองเพียงหนึ่งเดียวในธุรกิจนี้ที่ตัดสินจากคุณภาพอย่างแท้จริง ทำให้เขาสามารถเป็นผู้คัดเกรดและให้คะแนนคุณภาพของกาแฟได้ นอกเหนือจากประสบการณ์การคั่วกาแฟ เขายังเป็นคนที่ติดต่อและประสานงานกับผู้ปลูกเมล็ดกาแฟโดยตรงผ่านสหกรณ์ ซึ่งมีมากกว่า 280,000 แห่งทั่วลาตินอเมริกาและแอฟริกา
Olivia Minter – Senior National Account Manager
Olivia joined Cafedirect in 2012 originally to look after the grocery retail channel. With a history of working for small entrepreneurial companies Olivia was particularly interested in moving to a company with a social enterprise background. Olivia now looks after the Cafedirect export business – with a mission to spread the Cafedirect product and message globally.
Olivia ร่วมงานกับคาเฟ่ไดเร็คเมื่อปี 2555 โดยเริ่มจากเป็นผู้ดูแลช่องทางร้านค้าปลีก จากประสบการณ์ที่เคยทำงานในบริษัทผู้ประกอบการขนาดเล็กมาหลายที่ Olivia จึงมีความสนใจจะร่วมงานกับบริษัทที่พื้นฐานด้านวิสาหกิจเพื่อสังคม ปัจจุบัน Olivia ดูธุรกิจการส่งออกของคาเฟ่ไดเร็ค ด้วยพันธกิจมุ่งที่จะขยายผลิตภัณฑ์และสารจากคาเฟ่ไดเร็คไปทั่วโลก
