Cafe Direct begins UK review of PR as business grows

Cafe Direct is reviewing its UK public relations account as the market for fairer trading for goods with third world countries surges.

Cafe Direct is reviewing its UK public relations account as the

market for fairer trading for goods with third world countries

surges.



The consumer and trade account is currently held by Manning Selvage and

Lee.



Cafe Direct is understood to be seeking an agency to capitalise on a

growing market for its coffee and tea. The target audience is 25- to

55-year-old female coffee and tea buyers across the UK and Ireland.



Cafe Direct marketing director Humphrey Pring said the company wants to

mount a two-part campaign.



’We want to promote the excellent quality of the coffee and tea and

raise the fact that the grower gets a better deal,’ he said.



He added that the ethical trading market is experiencing ’unprecedented’

growth.



Cafe Direct sells instant coffee, ground coffee for filters and

cafetieres, and, since September last year, tea.



It has a four per cent share in the total UK fresh coffee market, and a

two per cent share of the freeze-dried market.



Manning Selvage and Lee inherited the Cafe Direct business when it

bought Handel Communications in 1997.



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