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CAFE DIRECT TEA PRODUCTS (Teadirect)
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What’s more, their Gold Standard policy also ensures that a significant amount of their profits is reinvested into Producer Partnership Programmes. From 2003 to 2006 they reinvested on average 60% of their profits.
Awards
•Eight Cafédirect products won Gold in the 2008 Great Taste Awards – a record number of winning entries in the hot beverages category this year.
•Teadirect was a finalist in the Hot Beverage category in the 2008 Branded Excellence Awards.
•In a survey of 2,000 global brands Cafédirect ranks No. 1 as the most recommended brand (Source: Millward Brown, March 2007).
•Combining taste, price, ethics, and availability, Teadirect tops the Fairtrade Tea category: New Consumer Magazine, February 2008.
“Through their Producer Partnership Programme, Cafédirect has gone out of the box to show there is a lot more that can be done than just Fairtrade. The extra effort made in building farmer and management capacity in a bid to sustain supplies of tea has been received by us farmers and factory staff with appreciation. It has placed Cafédirect in a class of its own which is worthy of my respect.”
Julius Ethang'atha, Tea Grower, Michimikuru, Kenya
Patron of the Fairtrade Foundation, George Alagiah talks to Silver Kasoro Atwoki, a tea grower from Mabale Tea Growers Factory in Uganda.
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