What is Cafédirect's policy on ensuring best quality product?
Strategy and Policy - Cafédirect case study
By giving farmers a fair price for their labours the company ensures it is getting the pick of the crop. There are strict quality controls throughout the supply chain, which are managed by Cafédirect and its partners.
In addition, in order to drive demand in the UK market, Cafédirect has proactively encouraged farmers to develop organic and gourmet techniques to produce the best quality coffees. These farmers are paid an additional premium to reflect the extra effort that goes into the production of such products and so they receive a share of the higher retail value these products command.
