In the hot seat with Cafédirect

Below. FREE Nespresso Compatible Pods with orders from Saturday 1st March. First 1,000 customers only.

Love your daily (hourly…) caffeine fix? Time to get excited about Cafédirect tea and coffee. Their brews are not just award-winningly delicious but also ethically sourced.

The strapline states they are ‘made the small way’. I caught up with Account Manager Olivia Minter to find out what that means for your cuppa.

Image of Cafédirect hand-picked tea

Q What does ‘Fairtrade’ mean to Cafédirect?

Being the first coffee company in the UK to hold the Fairtrade Foundation mark means that we live and breathe those principles.

We’re not about mass production and intensive cultivation. We work with smallholder growers using generations of skill, who hand-cultivate and hand-pick their crops. We buy the highest quality, and we have always believed that a fair price is the absolute minimum that our growers should expect.

Image of Cafédirect Tea Plucker in Kenya

Q What inspired you to start up a Fairtrade Company?

A Cafédirect was born during a crisis. In 1989 an international coffee agreement – which had fixed global prices according to the cost of production – collapsed. The livelihoods of millions of smallholders were in jeopardy.

In response, three coffee growing communities in Peru, Costa Rica and Mexico each shipped a single container of coffee to the UK. The beans were roasted, and sold through church halls, charity shops and at local events. Cafédirect was created. Three years later the Fairtrade mark was launched and we signed up.

Q Where do your coffee beans come from?

A We work directly with 38 grower organisations in 13 countries across Latin America, Asia and Africa.

Q How does being Fairtrade impact your suppliers?

A With a fair price, the financial risk from one year to the next is minimised for growers. This means they can invest in their future – plan for school fees, update farming equipment etc.

I was in Uganda last year and I saw a number of schools, rain water tanks and health centres that were all funded by the Fairtrade premium. We also have a Producer Partnership Programme, through which we disperse our profits to help make our growers’ businesses more sustainable.

Q What are your plans for the future?

A We recently launched Nespresso compatible pods and a range of single origin black teas. Bringing new products to the market means we can target more consumers and help our growers expand their businesses.

Q Can you surprise us with an interesting fact about your brand?

A We are entering the UK Barista Championships for the first time this year… wish us luck!

Q What’s your insider’s tip for choosing good coffee beans?

A The bottom line is, the best coffee is made from freshly roasted and freshly ground coffee beans. Some things to consider:

  • Determine your roast preference: lighter – milder – darker.
  • Think about the type of flavours you enjoy: mild, full-bodied, floral tasting, sweet, nutty, ‘winey’ and so on.
  • Experiment with single origin and blended coffees.

Once open, store your coffee beans in an airtight container, in a cool and dry place where the temperature doesn’t really vary.

Q And how can we make the best cup of tea?

A Here are a few rules that should see you right, whether you take your tea plain, milky or with a dash of lemon:

  1. Never reboil the water – It loses oxygen (essential for a full-flavoured brew) and you’ll get a flat, grey cuppa.
  2. Use quality tea for a better quality cuppa – Not all teas are made equal; very few are actually handpicked by experts to ensure you get the best bits, with no twigs or dust.
  3. Give it time to brew – Did you know the average brewing time in the UK is only 20 seconds? Tea needs longer to infuse its flavours. We reckon 3-5 minutes is the ideal amount.

Q What’s your personal favourite from the range?

I’m a massive tea fan; I think our Everyday Tea makes a delicious brew. If I’m having coffee though, I’ll go for our new Costa Rica Roast and Ground.

Image of Cafédirect Costa Rica Roast and Ground

Time to try Cafédirect for yourself. Use the voucher details below to add a free sample of their Nespresso compatible pods to your next order. Enjoy!

Charla, Marketing Executive

FREE Nespresso Compatible Pods El Reto Intensity 11 (10 per pack)

Simply add the item to your trolley, then enter the voucher code VOU9343034 as you check out an order – valid for deliveries from Saturday 1st March. We’ll deduct £2.99 from the total for the first 1,000 customers.

Image of free Cafédirect El Reto Nespresso Compatible Pods

Voucher expires on 06/03/2014. Please note that each coupon can only be redeemed once, on a single unit of the relevant product at ocado.com. A minimum spend of £40 is required.  Additional units will be charged at the usual price.  This coupon cannot be used in conjunction with any other offer or promotion.  This offer is subject to the first 1,000 redemptions. 

10 thoughts on “In the hot seat with Cafédirect

  1. Hi guys – sorry we’ve had a few stock niggles on this one. If you place the order for delivery from Saturday 1st March onwards, that should sort it. Apologies for any inconvenience.

  2. Please do not send me any promotion on this environmentally un-friendly product. I’m surprised to see Ocado partnering with Nespresso while at the same time trying to get green credentials.

  3. Wonderful, thank you for the offer I’ll try to use it. Just a quick question. Are you aware of them doing a decaf version? It’s very important for nursing mothers

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