A touch of Gold from Cafedirect
Cafedirect, the UK's leading Fairtrade brand, is launching Teadirect Gold - the first Fairtrade Gold tea available in major retailers across the country. Teadirect Gold's premium blend provides a great new option for speciality tea drinkers, who represent a large part of the market, currently worth £558.8m and growing at 3.3% yoy.[1]
Teadirect Gold is a blend of Kenyan, Rwandan and Indian teas - deep bronze in tone with bright, brisk, malty notes. This premium tea is aimed at consumers who enjoy a hearty brew with plenty of flavour.
 Penny Newman, CEO of Cafedirect says: "We know from our research that the biggest single motivator in purchasing hot drinks is taste.[2] When it comes to tea, consumers are increasingly seeking a cuppa that bursts with flavour and we are responding to this demand with the launch of Teadirect Gold.
"To produce an excellent blend of tea you need great tea grown by enthusiastic tea growers whose skills have been nurtured through our Producer Partnership Programme. Working together with our Teadirect growers across three countries we've created this fine blend to satisfy the exacting requirements of our target consumer."
Tea growers across the developing world are facing a very real crisis. In economic terms, tea is cheaper today than it was 30 years ago[3]. As well as threatening growers' livelihoods, this is also putting pressure on quality.
To protect its tea growers from the impact of low market prices, Cafedirect in 2003 pioneered a minimum price for tea, and last year increased the price it pays by an additional 8%. This increase will help strengthen and sustain grower organisations, and secure a stable income for Teadirect growers. It means organisations can invest in quality, which is vital to remain competitive.
"Our focus remains firmly on offering new and exciting high quality Fairtrade products to consumers while delivering real value and support back to our growers," says Newman.
Teadirect Gold tea will have a RRP of £2.35 for a box of 80 teabags.
The upcoming Fairtrade Fortnight (25 Feb - 9 March 2008) offers an ideal opportunity for retailers to get behind Cafedirect's offering. Cafedirect has a POS kit available to retailers free of charge.
Cafedirect will also be supporting the brand this year with a national advertising campaign, aimed at driving further growth in the Fairtrade sector.
[1] Source: Nielsen 52 weeks ending 1st Dec 2007
[2] Source: Shopper Research September 2007
[3] Source: based on average auction prices supplied by the International Tea Committee.
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