Cafdirect case study: successfully marketing Fairtrade products in the UK

Publication Date	June 2008
Publisher	Datamonitor
Product Type	Report
Pages	13
ISBN Number	not applicable
Product Code	DAT12359

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Summary

Introduction

This report on Cafdirect forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the UK's leading Fairtrade coffee company has held onto its position despite increasing competition.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
- Fairtrade Products Have Grown In Popularity In The Uk In Line With Ethical Consumerism
- Cafdirect Was The First Fairtrade Certified Coffee In The Uk
- The Company Began Producing Ethically Sourced Coffee Before The Fairtrade Mark Existed, Highlighting Its Longstanding Ethical Focus
- Cafdirect Undertakes The Gold Standard Programme To Help It Maintain Producer Standards And Product Quality
- Public Listing In 2004 Highlights The Company's Aim To Be A Profitable As Well As Ethical Business
- Cafdirect Capitalizes On The Fairtrade/Organic Crossover With New Launches
- Organic Products Have Risen In Popularity In Line With Fairtrade Growth
- The Company's First Organic Coffee Was Launched In 1999, Followed By Tea In 2001
- Further Organic Launches Have Been Hindered By The Timely Process Of Gaining Certification
- Cafdirect Utilizes Numerous Distribution Channels To Help Sales Growth
- Church Halls And Charity Bodies Are Long-Serving Customers
- The Mainstreaming Of Fairtrade Is Highlighted By The Sale Of Cafdirect In Costa Coffee, The First Coffee Chain In The Uk To Sell Fairtrade Coffee
- Cafdirect Opened A Caf In London In 2006
- Sainsbury Is An Important Cafdirect Partner
- Cafdirect Has Launched A Coffee Variety Only For Sale In Sainsbury, Highlighting Their Close Alliance
- Cafdirect Products Are Key Beacon Brands In Sainsbury Fairtrade Aisle
- Sainsbury Is The Uk's Leading Retailer Of Fairtrade Products, Whose Own-Label Brands Could Pose A Threat To Cafdirect
- Competition Is Growing Among Fairtrade Products, Leading Cafdirect To Enhance Its Marketing Efforts
- The Rise In Private Label Fairtrade Products Threatens Cafdirect's Business
- Cafdirect Claims To Be More Ethical Than Most By Having All Of Its Brands Certified Fairtrade
- Cafdirect Undertook A Major Brand Relaunch In 2006 To Help Unify The Brand Look And Aid Its Competitiveness
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
- List Of Tables
- Table 1: Fairtrade Sales In The Uk By Category, 2002-2012 (Us$M)
- Table 2: The Uk Is The Second Largest Organics Market In Europe
- List Of Figures
- Figure 1: Cafdirect's Gold Standard Programme Is Designed To Be More Ethically Focused Than Fairtrade Requires
- Figure 2: Productscan New Food And Drinks Launches Tagged Fairtrade And Organic, 2002-2007
- Figure 3: Cafdirect Markets A Range Of Organic Fairtrade Coffee, In Roast, Ground And Instant Varieties
- Figure 4: Cafdirect Markets The Fact That All Of Its Products Are Certified Fairtrade
- Figure 5: Cafdirect's Repackaged 5065 Brand
- Figure 6: Cafdirect Released A Variety Of Newspaper Adverts In 2007 To Promote Its Relaunch