Cafedirect. Famous iconic brand

Even in the brutal world of business, some brands can be the epitome of humanity. One such brand is the Cafedirect brand.

What is so human about this brand?

In the modern world, it is no longer a secret to anyone that the image of a company or brand often depends on advertising, on what exactly is served by the advertising strategy. And not always a company that presents itself through advertising as a company that thinks about its customers or customers, in fact, is. Often companies think more about their own profits, and not at all about people.

But Cafedirect can really say what they think about their customers. Moreover, this company also thinks about its suppliers.

After all, Cafedirect was born as a company to support farms that grow coffee.

The case was put to rest in 1991, when the crisis of farms that grew coffee crops broke out. Then several companies joined forces and created a unique company Cafedirect.

It's amazing that Cafedirect has actually served its purpose. Those farms that were under the wing of Cafedirect began to receive four times (!) More profit than before (before Cafedirect, farmers received 5% of the profit for each can of coffee sold, and with Cafedirect they began to receive 20% of the profit).

Such an unusual business strategy, in theory, should have led to only one final - to the bankruptcy of an overly "generous" company. But in reality it turned out differently. After all, we are all living people and very often our human attitude means much more than the generally accepted hard business strategies. It was humanity that played a major role in the Cafedirect case. In the UK, where Cafedirect began, many people deliberately began to boycott "predatory" brands like Nescafe, precisely because they care more about profits than human beings. And they began to give preference to the human company Cafedirect.

So, little by little, Cafedirect set new rules in the market and made other companies think more about the people they work with and their customers.

Humanity turned out to be a better advertising campaign than the money spent, so Cafedirect received media attention for free. There was even an entire documentary filmed by the BBC on exactly the topic of "win-win trade," as Cafedirect's strategy came to be called. The main characters of the film are, of course, the same farmers who grow coffee crops for us.

Cafedirect now provides income to more than 250,000 farmers and buys produce from 33 processors. The company allocates at least 8% of its own income to help those people and organizations with which it works. And in the UK, in addition, Cafedirect is the largest hot drinks company.

So the Cafedirect brand is actively developing and dictating completely new market relations around the world. These are conditions where humanity brings much more profit than a hard business strategy that lacks such concepts as morality or conscience.

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