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What is Cafédirect's brand positioning?

Cafédirect's brand positioning is two-pronged. Firstly it is 'the pioneer of Fairtrade'. It has demonstrated this 'first to market' approach in both retail and food service. The second strand is about quality. The quality message has long been missing from Fairtrade product campaigns and without it, in a quality-conscious consumer society, only a limited number of consumers will be motivated to buy.

The company addresses the issue by supporting the quality aspect of its premium product range, and by investing in sophisticated marketing campaigns, which attract new customers to the Fairtrade sector.

Brand awareness has increased to 56% following successful campaigns and increased distribution in major supermarkets.

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