Our Impact - Cafédirect
Our Impact - Cafédirect

Our Impact

The financial difference we've made to growing communities


Fairtrade premiums


Producers' Support


Organic Premiums


from 2004-18

At Cafédirect, we are proud of delivering tangible impact to our growers across three key areas: Producers Direct, a farmer-led charity, Fairtrade and Organic purchasing.

Producers Direct

Producers Direct is an award-winning charity that is owned and led by smallholder farmers. By investing up to 50% of our profits into Producers Direct, we are partnering directly with growers to improve the quality of their crops and the quality of their livelihoods. Producers Direct support seven Centres of Excellence in Peru and Africa, which run grower-led programmes for local farmers. The Producers Direct model is structured across 4 key areas (see below) with farmers, youth and producer organisations playing key roles in delivering its services.

The Producers Direct Model

Training and information services



Farmers have accessed this service
Access to finance



Loaned to producers
Market Access



Farmers use the 2Kuze platform to sell products
Data for decision making



Farmers involved in farmer-led data collection and analysis

Producers Direct impact

1 million

farmers & their families impacted by our work since 2009


increase in incomes for farmers

14 countries

positively affected

Producers Direct is powered by strong local teams, promoter farmers and a growing youth network. Together they have been working to empower smallholder communities in Kenya, Uganda, Tanzania and Peru. Supporting them to strengthen their resilience to rapidly changing climates; to increase their on-farm incomes and build a farmer-led approach for sustainable food production.

More about Producers Direct

Cafédirect purchases 100% Fairtrade Tea, Coffee and cocoa. Cafédirect was the first coffee company to become Fairtrade certified in 1994. Buying Fairtrade ensures that farmers are paid a minimum Fairtrade price for their goods as well as an additional Fairtrade Premium. This is especially important when the price of coffee is lower than the cost of production. By purchasing Fairtrade goods, farmers are supported to improve production techniques, invest in their communities and plan for the future. To date, Cafédirect has contributed over £14.5 million in Fairtrade Premiums, which cooperatives are able to spend on improving the quality of their crops through sustainable methods that support both people and planet.

A closer look at coffee prices

Buying Fairtrade guarantees the co-operatives a minimum price which is above their cost of production. This is critical right now as the price of coffee is well below $1 per lb which is significantly below the cost of production and thus an enormous problem for farmers. By guaranteeing the Fairtrade minimum price of $1.40 per lb (over 50% higher than the current market price) farmers know they will cover their costs and make a profit. Aside from peace of mind, this allows them to properly manage their crop and plan for future harvests.

In addition to the Fairtrade minimum price, as part of Fairtrade terms we pay a premium of $0.20 per lb which the co-operative use to both improve production techniques (to increase quality and yields) and also to invest in their communities. We also pay $0.30 per lb premium for the organic coffee we buy (over 50% of our total coffee purchases) helping the co-operatives to invest in sustainable organic production methods.

The far-reaching impact of Fairtrade

We are proud that almost 40% of our coffee purchases are organic and certified by the Soil Association. Our Organic Range has been grown without pesticides and with minimal environmental impact, allowing the flavours to develop naturally at their own pace. We are also working hard to improve our packaging and we are delighted that the London Fields Range is made from home compostable packaging.

Repairing our planet from grower to consumer

Our organic beans are sourced from Peru, Tanzania and Uganda.


Total Kg of coffee we purchased


Total Kg of organic coffee purchased

We work directly with 8 organic coffee growing co-operatives from 3 countries.

Almost 40% of our coffee purchases are organic.

We pay a $0.30 per lb premium for the organic coffee we buy.

We've paid £2.2m in organic premium to date.

Pesticides and fertilisers from non-toxic, renewable sources with positive environmental impact and better flavoured coffee.

Better livelihoods for smallholders who benefit from the organic premium to invest in sustainable, organic production methods.

Healthier soil retains nutrients and water so is less susceptible to erosion and extreme weather.

Organic fertilisers are made from local waste, it's cost effective and reduces the need for expensive and carbon-producing transportation methods.

Find out more