CAFÉDIRECT REFRESHES ITS BOARD OF DIRECTORS
10th May 2018
CAFÉDIRECT REFRESHES ITS BOARD OF DIRECTORS FOLLOWING SUCCESSFUL FUND RAISING.
PIONEERING ETHICAL HOT DRINKS BUSINESS ANNOUNCES TWO NEW DIRECTORS AS IT LOOKS TO STEP CHANGE ITS GROWTH & IMPACT.
Cafédirect (www.cafedirect.co.uk), one of Britain’s most challenging, ethical businesses, has appointed 2 new Directors to the plc board.
Last year the business acquired the assets of The London Tea Company from Finlay Beverages, successfully refinanced the company and unveiled a radical new positioning to communicate the “Ridiculously Good” messaging at the heart of the Cafédirect brand and business.
After 6 years as Chair of the Company, at the September 2017 Annual General Meeting Jeff Halliwell announced his intention to step down as Chair, and formally resigned on 10th April, allowing time for a structured handover. In addition Bart Van Eyk from Oikocredit, Cafédirect’s largest shareholder, resigned due to work commitments.
On April 10th Cafédirect formally appointed two new Directors. John Philips is appointed independent Chair and Director and Dick De Kock is appointed Oikocredit Nominated Director.
John brings a wealth of premium branded and international experience with leading businesses such as Diageo and Bacardi. Dick has spent over 30 years in the coffee industry working with Douwe Egberts and building his own market leading cafe chain.
John Philips says “I am thrilled to be joining such an amazing business – excellent people, a fantastic brand and an unparalleled business model. Together with the rest of the team I am looking forward to help Cafédirect reach new heights in turnover and impact for its stakeholders”.
Dick adds “This amazing business has the most impactful and genuine impact model, excellent quality coffee, tea and cocoa making it a wonderfully, exciting prospect”.
The company works directly with artisan growers from across the globe to produce award-winning coffee, tea and hot chocolate that is ridiculously good, in taste, quality and at delivering positive change for the farmers that it works with.
John Steel, Cafédirect CEO, says: “Cafédirect is one of the UK’s most amazing businesses – a real force for good. On behalf of everyone at Cafédirect I would like to take this opportunity to thank Jeff Halliwell for his excellent contribution. We are all very excited to have John Philips and Dick De Kock joining us at this fantastic time.
Find Cafédirect at: www.cafedirect.co.uk
For all media enquiries, image or sample requests, please contact John Steel on 0207 033 6000 or email@example.com
Notes to Editors
Cafédirect was created after the coffee crisis in 1989, when an international coffee agreement, which had fixed global prices according to the cost of production, collapsed. Middlemen swooped in to buy the coffee, and millions of smallholder farmers were left with no choice, but to sell their harvests at rock bottom prices, putting their lives in jeopardy.
In response, three coffee growing communities from Peru, Costa Rica and Mexico each shipped a single container of coffee, loaned on trust, to the UK. The beans were roasted and then sold through charity shops, church halls and at local events. And so Cafédirect was created.
Three years later, the Fairtrade mark was launched and Cafédirect was the first coffee brand in the UK to carry it.
Its ethical mission is not just good for its suppliers but is essential to producing ridiculously good tasting products. By working with, and investing in, the most passionate and artisan producers, it creates the highest quality coffee, tea and hot chocolate.
Unlike any other coffee company, Cafédirect has invested 50% of their profits, an impressive £6million to date, into Producers Direct. A UK charity that is run by farmers, for farmers, right across the coffee growing world, directly helping them drive up the quality of their crops and dramatically improve their livelihoods. This is in addition to its Fairtrade commitments.
The company has two growers on its board and over 50% of grower cooperatives are shareholders. Cafédirect works hard not only to pay a good price to the growers, but also to help its suppliers develop, so they can focus on growing the best produce.