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Visit: Cafédirect

Can you give some information on product development?

Cafédirect invests more than a third (36%) of its gross profit into marketing and product development to ensure growth, to raise awareness of Fairtrade, and to communicate the brand and product range.

The system of developing sales and new markets is not dissimilar to other companies. However, the unique feature in the Cafédirect process is to match consumer needs with those of its producers. This adds a degree of complexity to the process but is crucial to its mission. When a new product is developed, Cafédirect examines both consumer and producer requirements. Should a gap exist, the PS&D programme aims to ensure that producers have the necessary tools and resources in place to deliver new products. Cafédirect identifies new product lines, conducts feasibility studies with producers to establish the most effective production processes, and then brings it to market with a comprehensive sales and marketing programme.

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