Our Impact - Cafédirect
Our Impact - Cafédirect

Our Impact

The Financial difference we've made to growers


Fairtrade premiums


Producers' Support


Organic Premiums


from 2004-19

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

1.3 million

farmers & their families have inmproved livelihoods by our work since 2009


increase in incomes for farmers

90% farmers

have increase crop quality and yield

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 Coffee, Tea and cocoa. Cafédirect was the first coffee company to certify our Roast and Ground coffee 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 £15 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

Cafédirect guarantee to pay the Fairtrade Minimum Price of $1.40 per lb, by doing so growers are able to manage their crops sustainably, with a focus on long term improvement and to optimise the quality of their produce. By guaranteeing to pay above the cost of production this gives farmers and co-operatives the certainty they need to manage their businesses appropriately and plan for the future.

In addition to paying the Fairtrade Minimum Price, as part of Fairtrade terms we also pay an additional premium of $0.20 per lb. Fairtrade terms stipulate that a quarter of this must be invested in improving quality and yields. The remainder of the Fairtrade premium can be put towards a local community project of the co-operative members' choosing. For example, they might decide to invest the funds into a coffee wet mill and drying station which can improve the quality of coffee for all cooperatives members.

The far-reaching impact of Fairtrade

We are proud that over 50% 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.


Kg of total coffee purchased in 2019


Kg of Organic coffee purchased in 2019

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

Over half of our coffee purchases are organic.

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

We've paid £2.5m 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