NEWS: Cafedirect hires mainstream PR firm for twin push

Cafedirect, the fair-traded coffee brand, has turned to a mainstream PR consultancy for the first time.

Cafedirect, the fair-traded coffee brand, has turned to a mainstream PR

consultancy for the first time.



The company hired Handel Communications following a three-way

competitive pitch at the end of last month. It previously relied on non-

profit-making communications agency Media Natura.



Handel partner Karen Haig said the company wanted PR ‘to work harder for

them. They felt they needed someone to help them with that and promote

the fact that it is actually very good coffee as well as being a fair-

traded product’.



Handel will in effect be running two campaigns: one of which will focus

on the fairtrading message, through work with opinion formers.



The other will be what Haig described as a ‘classic consumer campaign...

with taste testings, readers offers and news releases linked to various

activities’.



Formed by Oxfam, Traidcraft, Equal Exchange and Twin Trading in 1991 as

a non-profit-making company, Cafedirect guarantees to pay farmers a

minimum of ten per cent above the world market price.



Despite its premium price, it claims a three per cent share of the roast

and ground coffee market. It launched a freeze-dried premium instant

coffee in September 1994.



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