The brand currently represents 31 per cent of the Fairtrade hot beverage sector in the UK (Source: AC Nielsen week ending 1st December 2007) and is growing rapidly. Cafédirect's latest out of home sales figures reveal a 28 per cent increase on last year (Source: Cafédirect October 2006-September 2007).

The vending market has recently seen a ‘sizeable increase' in demand for ethical vending products. (Source: Mintel, Vending, Leisure Intelligence June 2007). Cafédirect, which represents 31 per cent of the UK Fairtrade hot beverage sector (Source: AC Nielsen week ending 1st December 2007), is experiencing fast growth, which reflects this trend.

As the choice in hot beverages available on the high street grows and the standard improves, end users of vending systems are looking for hot drinks that are not only comparable but exceed expectations in terms of quality and taste.

Research carried out by Cafédirect has revealed that consumers are most influenced by taste (Shopper Research - September 2007). In addition consumers want to know more about the provenance of what they are buying and seek the reassurance that their food is not being produced to the detriment of either the growers or the land.

Cafédirect's unique and direct working relationship with experienced and dedicated growers ensures that only the very best tasting hot beverages are produced. "Our growers are at the heart of our business," says Scott Coles, Head of Sales, Cafédirect, "and together we share a passion for producing the best quality coffees, teas and chocolate drinks.

"Working together we're helping to support them in building a sustainable future for their families and communities.  From our award-winning gourmet coffee beans from the lush mountains of Machu Picchu is proof that you can combine great taste with strong ethical credentials".

Cafédirect's growers are true partners - they hold shares in the company and sit on the board. In addition to paying above the standard Fairtrade price, Cafédirect invests its profits (over 60 per cent between 2003-2006) in tailor-made training programmes for its growers. This has amounted to an investment of nearly £2.5 million in the last five years, strengthening growers' businesses and ensuring the long term sustainability of their livelihoods and communities.

Product range

The whole of the Cafédirect out of home range is Fairtrade and offers a one stop shop for caterers: Whole Bean, Roast & Ground, Classic Blend Premium Freeze Dried Coffees (decaffeinated and organic varieties are available), Teadirect teas and Cocodirect drinking and Instant hot chocolate.

Cafédirect Medium Roast & Ground Coffee is a mellow coffee with a smooth aroma and just a hint of toasted spice - suitable for fresh brew vending machines.

For espresso lovers, Cafédirect's Espresso Beans and new Organic Espresso Beans are intensely roasted to deliver a classic bittersweet espresso with a tremendous body, a clean fruity edge and a smooth, toffee-dense aroma - both are suitable for bean to cup automatic machines or for traditional espresso machines.

Cafédirect also offers Freeze Dried Classic Blend Coffee - available in pillow packs suitable for table top or vending machines.

Point of Sale

For an ethical presence, Cafédirect supplies free fascias for dispense and counter top machines. These are striking illuminated panels and are very eye-catching. Also available are free posters, tent cards, loyalty cards, tabletop cards and stickers for windows allowing outlets to be more adventurous and provide a significant point of difference to competitors.

http://www.cafedirect.co.uk/

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