Case studies 4/9 Cafédirect Brewing up a long-term vision


Inside Cafédirect’s warehouse offices in the heart of London’s Shoreditch, Wolfgang Weinmann sits very proudly. As the company’s head of impact and sustainability, he is taking charge of a very interesting supply chain project that aims to take the hot drinks company’s business model beyond its Fairtrade origins. And even beyond sustainability. Established 21 years ago as a social enterprise, Cafédirect was the first coffee brand in the UK to carry the Fairtrade label in 1994.


Today, its supply chain consists of 38 small-scale coffee, cocoa and tea producers based across Latin America, Africa and Asia,


representing some 280,000 smallholder farmers.


Most hot drinks companies get their products through a third party trad- er or by using a register of suppliers. Cafédirect does things differently, choosing to source its products directly from the local communities whose growing

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