Coffee maker in Save the Children fair-trade deal

A charity partnership bet­ween a new fair-trade coffee brand and Save the Children is using Complete Media Group for its UK launch.

FFI, the coffee firm behind Fair Instant, has pledged to raise £200,000 over the next 12 months.

The company, which makes own-brand ranges of instant coffee for retailers such as Tesco and M&S, will donate a proportion of revenue from sales of its granule  and freeze-dried ranges to the international development charity.

Save the Children will receive 20p from every 100g jar sold, and 50p from every 500g drum.

Complete Media Group is running launch campaigns this month as Fair Instant hits shelves in major food shops. Tesco, Waitrose and Asda are all now stocking the product.

The priority for Complete Media Group is to generate interest among food lovers by releasing coffee-based recipes from celebrity chefs Anthony Worrall Thom­p­­son and Giancarlo Caldesi. 

Fair Instant guarantees growers a minimum price for their beans, while contributing to local social projects.

The revenue raised for the Save the Children partnership has already been earmarked for  a campaign to improve the education of children in the coffee-growing areas of Columbia, from where FFI sources its beans.

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