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Visit: Cafédirect

New: Read the transcript of Biz/ed's online Web chat with Cecilia Mwambebule, a Teadirect tea farmer from Tanzania, held in February 2004 as part of Fairtrade fortnight.

The transcript of our 2003 Web chat with Roseline Etchu from the Mamfé Central Farmers Co-operative (MACEFCOOP) is also available.

OPERATIONS AND PRODUCTION

• What is your field of operation?
• What are your main products?
• What are your main brands?
• Where is your head office?
• When did the company start?
• Who are its shareholders?
• What is the company structure?
• What is its mission statement?
• Who are your major competitors?

FAIRTRADE

• What does Fairtrade mean?
• How does Cafédirect operate its Fairtrade business?
• Can you give me an example of what happens to the premiums the producers receive?
• How important is sustainability to Cafédirect?
• What kind of business partnerships does Cafédirect have with other parties?
• Can you give me some examples of how Fairtrade impacts on your producer communities?

FINANCE

• Can you give me some financial information about Cafédirect?
• Can you give me your most recent sales figures for the UK in the past year?

STRATEGY AND POLICY

• What is Cafédirect's vision for growth?
• What is Cafédirect's policy on ensuring best quality product?

HUMAN RESOURCES MANAGEMENT

• What sort of people work at Cafédirect?
• Do you have an equal opportunities policy?
• By how much has the number of employees grown over the past five years?
• How are employees motivated?

MARKETING

• Where are your products sold?
• What is Cafédirect's brand positioning?
• Can you give me some information about a recent marketing campaign?
• Can you give some information on product development?