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With consumers becoming more ethically aware, companies are keen to show their workforce that they are acting responsibly. Managers in charge of office facilities are rapidly adopting the trend towards a more ethical approach to business and, in that context, are increasingly switching to Fairtrade hot beverages. Corporate Social Responsibility managers play an educational role when they flag up the principles of Fairtrade to employees and contribute to people switching to ethical products both in and out of the workplace.
Cafédirect, the UK’s leading Fairtrade hot drinks company works in partnership with small-scale growers across the developing world. It always pays them a premium on top of the world market price or the minimum Fairtrade guaranteed price - whichever is the higher.
Sylvie Barr, Head of Marketing, Cafédirect, says: “We at Cafédirect are delighted to see that more and more companies are working towards responsible business practice and converting to Fairtrade.
“But whilst employers and employees are rapidly developing a social conscience, they don’t want to compromise on taste and quality. By choosing Cafédirect, end users quickly realise that they can enjoy a premium hot beverage with the assurance that they’re also helping to improve the quality of life for growers and their communities. This is made possible through the longstanding and close partnership we have with all our growers around the world.”
Cafédirect’s branded vending systems are a visible way to demonstrate and communicate ethical values to customers (free branding is available for a variety of dispensing and freestanding machines). The fascias provide end users with a strong, meaningful insight into the lives of growers. “The virtuous circle and the strapline ‘Bringing Quality to Life’, allows consumers to relate to our concept of mutually rewarding relationships between our consumers and grower partners.”
For enquiries about stocking Cafédirect, please call 0207 490 9520 to speak to a member of the Foodservice Team. Visit: www.cafedirect.co.uk
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