Cafédirect and its products
- Will your Fairtrade coffee be available in the supermarkets?
- Who are the company's main competitors?
- How do you persuade other retailers to buy in this Fairtrade coffee?
- Which other countries sell the coffee to the company?
- How long have Cafédirect been in business?
- If you had a message to UK consumers, what would you tell them?
- I love my coffee - will I have to compromise if I buy Fairtrade coffee?
- Can you recommend a good Fairtrade coffee for me to try?
- Can I easily find it?
- We have to get more and more people to drink Fairtrade. Roseline, can you tell me what you actually think of the taste of the coffee 5065, that your blend is in. Can you describe the taste so that we all know that being Fairtrade does mean it is quality?
- What does 5065 mean?
- It sounds like a really special place, that uplifts your spirits too?
- I think it would be good if Cafédirect could do a Fairtrade tea as well?
- Useful links
Cafédirect and its products
Question: Will your Fairtrade coffee be available in the supermarkets?
Biz/ed: Fairtrade products such as Cafédirect are available in supermarkets.
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Question: Who are the company's main competitors?
Examiner: It is huge multinational companies with high advertising budgets and big leverage over producer prices. We ALL have to remember that Roseline is up against huge MNC's with big advertising budgets and lots of power over sellers. The price for coffee is decided in London, not Douala.
Roseline: Any other coffees sold in shops in the UK are our competitors'.
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Question: How do you persuade other retailers to buy in this Fairtrade coffee?
Roseline: The coffee from my co-operative is very good quality and so that is what helps us sell it. Cafédirect sells it to the shops here in the UK. Cafédirect is only in the UK and has recently launched in Ireland.
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Question: What other countries sell the coffee to the company?
Roseline: Other than Cameroon, Tanzania, Uganda, Peru, Mexico, Dominican Republic, Nicaragua, Haiti. I think that is all.
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Question: How long have Cafédirect been in business?
Roseline: 11 years now.
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Question: If you had a message to UK consumers what would you tell them?
Roseline: That the more they pick Fairtrade product, the more they are helping the producers to come out from their crisis.
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Question: I love my coffee - will I have to compromise if I buy Fairtrade coffee?
Roseline: No, you will not. Fairtrade means we farmers can invest in our farms and grow the best quality. We also get the best price, so in return we give Cafédirect our best beans. This means your Cafédirect coffee will be the finest coffee you can have.
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Question: Can you recommend a good Fairtrade coffee for me to try?
Biz/ed: Coffeelover, try Cafédirect's 5065 coffee, we all drink it at Biz/ed and it's fantastic.
Roseline: All the coffees that Cafédirect sell are wonderful. My coffee beans go into Cafédirect 5065, it's a quick coffee to make and I have a cup right now. It tastes wonderful. I am very proud to have my beans go into this coffee. My friends and other farmers from home will be very pleased their beans are being used like this.
I'm glad you like my coffee
Biz/ed: Yep, the whole Institute where the Biz/ed service is based drinks 5065.
Biz/ed: We go through jars very quickly ;-)
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Question: I'll try that. can I easily find it?
Cafédirect is in most supermarkets, every Oxfam shop and other outlets.
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Question: We have to get more and more people to drink Fairtrade. Roseline, can you tell me what you actually think of the taste of the coffee 5065, that your blend is in, can you describe the taste so that we all know that being Fairtrade does mean it is quality?
Roseline: The coffee is fine, it is a good flavour and tastes good. I am very proud that my coffee in this drink.
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Question: What does 5065 mean?
Roseline: 5065 represents a special place high up in the mountains, it's not a real place, but a place of magic. It is where the best coffee comes from, and also a place where the growers get a good price. It's also a great place for the UK drinkers to go in their minds when they want a break to relax from their day. Cafédirect 5065 lifts the spirits of all those who drink it as well as the growers who benefit from it.
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Question: It sounds like a really special place, that uplifts your spirits too?
Roseline: Yes, I am uplifted by seeing all the work that Cafédirect is doing in the UK to help support me and the farmers I work with, as well as the others in the world. It is wonderful to know that people in the UK really care and want to make a change.
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Question: I think it would be good if Cafédirect could do a Fairtrade tea as well?
Roseline: Coffeelover, Cafédirect also has Teadirect grown by farmers in Uganda and Tanzania. I have tried it, it is very good.
Biz/ed: I think Teadirect is the UK's fastest growing tea brand.
Roseline: Yes that is right, it's because it tastes so good that people who try it always buy it again.
[Top] [Further Information]
Roseline: I am sorry but I have to go very soon, I have some more interviews to do and have to continue to spread the Fairtrade message. I am very pleased to be in London and to be able to tell you about Fairtrade and my country.
Biz/ed: Thank you very, very much Roseline. It's been an honour to chat with you this afternoon and I'm sure the students learned a huge amount about Fairtrade. I hope you enjoy the rest of your birthday and have a big party tonight. Have a brilliant time in the UK. Thank you again!
Roseline: I thank everybody for participating in this chat. I hope I have been able to answer all your questions well. If you have more questions, please send them to info@Cafedirect.co.uk and I shall try to answer them.
Roseline: Thank you all for your support and for your questions.
Biz/ed: Thank you Roseline, it's been a great chat session. I hope it wasn't too tiring, I think we had 23 people in the chat room at once! Thank you again!
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Useful links:
http://www.fairtrade.net
http://www.ifat.org
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