Cafe Direct
March 13th, 2010Throughout our film shoot, TT has interviewed a large number of tea producers and tea drinkers. Thinking it was about time to fill in the gap in the chain, we went to see Cafe Direct, one of the organisations who enables small growers in the developing world to bring their products to market in the UK.
Cafe Direct was formed in 1991 when the international coffee market collapsed. Three south american coffee producers sent coffee to the UK on trust, and UK-based NGOs sold it on trust in church halls, community centres and other local outlets. The idea was to cut out the usual middle men in the supply chain, to ensure growers received a fair price for their coffee, and that consumers could drink a really high-quality product. The idea took off and, in the past 20 years, Cafe Direct has expanded its range to include tea and cocoa as well.
Tracing Tea met with Cafe Direct’s CEO, Anne MacCaig, at their head office in London. Anne was able to enlighten us about the organisation’s background and the principles that drive it forwards – in particular the importance given to the opinions of growers when deciding how funds are to be deployed.
Cafe Direct is a Fair Trade organisation but goes well-beyond FT’s minimum requirements of simply offering a fair price for the tea that is bought. Instead, the growers are themselves very much part of Cafe Direct’s structure, and the future sustainability of their industries is at the forefront of planning. It is not enough that the estates receive an economically sustainable price for their products – they must also be environmentally sustainable so that growers have a product to sell for many years to come.
We learned in particular about estates Cafe Direct works with in Africa where climate change has reduced tea production by 30%. Whatever price you are getting per kilo, this inevitable results in a huge drop in revenue. Cafe Direct is working with growers here to monitor and predict climate change and to develop strategies to minimise its impact on growers. This can be anything from trying new strains of plants, new watering and fertilising systems, to re-planting forest cover to preserve topsoil and nutrients.
One of the most exciting developments Anne told us about is that Cafe Direct’s estates in Rwanda, formed among war-torn communities, will soon be producing green tea for sale in the UK. This will be the first African green tea in production and will cater to the growing interest in green tea and health in Europe. Good Luck!







