Cafe Direct is reviewing its UK public relations account as the
market for fairer trading for goods with third world countries
The consumer and trade account is currently held by Manning Selvage and
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’
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.