A Good Week

Cafédirect were our Good Ambassadors for day one of A Good Week, so it’s only fitting that they also close it with their wise words on flexing your Consumer Power to do Good.

This week we (Cafédirect) are encouraging you to use your consumer power to make a statement about where you want your coffee to come from – to think before you drink! We know that the best coffee starts with the best smallholder growers, whose pride and passion goes towards making exceptional tea, coffee and cocoa. So we source exclusively – and directly – from small growers who work in harmony with nature, with personal care and attention using skills passed down through generations. Supporting this way of doing business has a double benefit, because it means you will be getting better tasting coffee as well as empowering small growers, so we reckon it’s a pretty enjoyable challenge!
The trouble is that smallholder growers in remote communities are the least able to realise the benefits of their harvest, and most vulnerable to risks such as climate change. It’s difficult being a small fish in a big pond. That’s why we do things differently, and try to use business as a force for good by going beyond the traditional Fairtrade model to work in partnership with smallholder growers, to cut out the middleman, and give growers a greater share of the benefits – including reinvesting at least 30% of our profits back into their communities and businesses.
So, while drinking a cup of coffee – or tea –  or hot chocolate – might not seem like a big action, if you think before you drink, and make sure you are buying quality coffee direct from smallholder growers, then you really are making a huge difference.
We can vouch for the fact that Cafédirect products are as delicious to drink as they are Good to buy. So do give them a try next time you’re in the supermarket.