What is its mission statement?
Cafédirect's mission is 'to be the leading brand which strengthens the influence, income and security of producer partners and link them directly to consumers'. Its success is built on the inter-dependence of the company and the producers and their relationships with other organisations.
Fairtrade may still be relatively small when compared to the entire coffee market - currently just under 2% by volume in the UK, but its impact on growers and their businesses is significant. Cafédirect seeks to provide a benchmark for other organisations, to offer hope to producers and tackle the issues affecting millions of people in developing countries.