sumers would not recognize a coffee tree or green coffee beans, so these
were avoided, as was the depiction of a mug, which implied poor quality.
The research also showed that as people are uncertain about ground coffee
(what sort to buy and how to make it), they tend to become quite involved
in the purchase. Consequently, many people do read the information on
ground coffee packs with some care, unlike the labels on other products.
So, if consumers could be persuaded to pick up the Cafédirect pack, they
were likely to take in the fair trade message mentioned briefly on the front,
and in more detail on the back (Figure 3.2.4).
The supplier and alliance market domain 203
cafédirect™
Four Fair Trade Organisations have worked with
coffee producers to make this coffee available.EQUAL EXCHANGE
EQUAL EXCHANGE is a workers’ co-operative marketing
foodstuffs from small-scale producers in the Third World.OXFAM TRADING
OXFAM TRADING is the trading arm of OXFAM.Working with craft
and agricultural producers in more than 40 countries.TRAIDCRAFT
TRAIDCRAFT plc promotes fair and responsible trade with small
farmers and manufacturers in developing countries, based on
Christian ethical principles.TWIN TRADING
TWIN TRADING works closely with producers, finding markets and
guiding them through the process of meeting export requirements
and specifications of customers.cafédirect’spromise is a high quality coffee for the consumer, and a higher
income for the small farm producer. World coffee prices are unstable and
have fallen dramatically in recent years. This coffee comes to you directly
from the producers, and the price includes a premium for them.
cafédirectis part of a new movement towards fairer trading to create sta-
bility and justice for ordinary people around the world.Figure 3.2.4 Text on the back of the Cafédirect ground coffee pack.