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Cafe Direct Medium Roast Coffee

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    6 Reviews
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      12.12.2008 11:44
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      Fair trade doesnt have to mean poor coffee

      There is no doubt that when we purchase products from poorer countries, especially ones where there is a high level of corruption, we should ensure that the growers get a fair deal. Actually the same could be said of farmers in this country but that is another story.

      Items that carry the fair trade logo mean that the growers get a fair price for their goods. They are often members of cooperatives which pool a proportion of the money to better the community - such ensuring a healthy water supply, health care and education. This is all very honorable and deep down we all know that this is what we in richer countries should encourage.

      However, the problem with this coffee is that is does not taste as good as the leading brands. Let's face it, we drink coffee for pleasure, not for our health and so it is difficult to choose this coffee when it is next to Carte Noire on the shelf.

      I find the taste to be very weak with this instant coffee from Cafe Direct. It is certainly not a rich full-bodied coffee. The smell is not as strong either. There are better fair trade coffees out there. Co-op does a good one.

      I will give it two stars because it is fair trade and so has its positives but for pleasure this is not an ideal drink. Their organic version is slightly better.

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      10.06.2006 08:57
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      Ethical coffee, unethical taste on my tongue!

      Part of the fairtrade gang of foods/drinks.

      I have tried this on several occasions now, indeed I spent a year drinking it as my housemate would buy no other type of coffee!

      Whilst I think the idea behind giving directly to the growers, I think Café Direct should try and do something about the taste of it, that way they'd sell more and make more money for the growers!

      The coffee has a sharp, burnt flavour to it. On each occasion I have tried it, be it instant or ground from the bean, it tastes the same. I really don't like the flavour, and have to add two more sugars to the normal one I have, just to make it palatable. I know many people who like it, but all of these people are people who take an active dislike to corporations and bad companies like Nestlé.

      This is not to say that these are bad ideals, but I think that these are the only people who buy Café Direct, and thus it is dealing in a niche market.

      It has been chosen to supply the coffee for Virgin West Coast Trains, which is unfortunate, as I will now not be buying it. I don't like the flavour, and don't see why I should pay for something I don't like.

      I won't be buying Café Direct in the future: I'll stick to my Cap Colombie Nescafé. I know what I like and Café Direct isn't it.

      For those of you allergic to that that is Nestlé, I suggest a Supermarket ownbrand, or something like Kenco. I think there's better ways of helping people in bad siuations in Africa/Latin America, least of all the coffee growers - what about those with no job and no coffee to grow. I'd rather donate £75 to a charity each year, personally...

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      25.11.2003 21:00
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      Cafédirect is coffee sold to help the 3rd world. “Without Cafédirect and fairtrade many coffee growers here could not continue-the price paid by middlemen was not enough to cover the growers’ costs” Miguel Barrantes, Costa Rica. The catch phrase for this coffee is “Excellent Cafédirect from the growers”. It also says that 5065ft is the height of coffee taste. This is because the beans from Latin America and Africa have been carefully grown at different altitudes, some up to 6000ft (1830m). Growing coffee at these altitude results in a “high quality blend to give you a smooth coffee with a great aroma”. Cafédirect ensures the farmers benefit from a good income by paying the best price for the beans to get the pick of the crop, whilst you get the best quality coffee, direct from the growers. ~~~So why buy this coffee~~~ My mum is a religious person and will do anything to give someone a better quality of life. Once she discovered Cafédirect she binned the Nescafe gold blend and filled the cupboard with Cafédirect! Not only do you help the 3rd world whilst drinking it, it tastes just as good as any normal coffee. All the coffee is non-GM and all the jars are made form 70% recycled glass. ~~~The jar~~~ The jar is beautiful. It has a coffee cup with steam coming out of it; the steam is also a river in the picture of a green valley that fills the front and sides of the jar. In small writing it says, “excellent”, then in larger writing it says, “Cafédirect”, underneath in small writing again it says, “from the growers“. In very big numbers it says, “5065” and underneath in smaller letters it says “the height of coffee taste”. In the corner it has the fairtrade logo (fairtrade is a charity that guarantees a better deal for third world producers.) and on the back it has information about where Cafédi
      rect is from and how it helps the growers have a better life. The jar is about 16cm tall, 7cm wide and 4cm deep, this is the 200g jar, it is sold in different sizes as well. It has a dark blue screw on top, which is the same shape as the jar. ~~~Taste~~ OK, so it is not as rich in flavour as the leading brands, but it still tastes lovely. Besides, how many drinks can you drink knowing you are help saving the third world? ~~~Aroma~~~ Yes, it has the unforgettable, house selling, fresh coffee smell, which is enough to convince anyone! The aroma will glide gracefully through your house, leaving it smelling fresh and warm. ~~Price~~~ The price varies between supermarket and jar size, it can be anywhere from £2 for a 100g bottle, to £4 for 200g bottle. Cafédirect is available from every leading supermarket and is excellent value for money. ~~~How can I contact someone about Cafédirect? ~~~ You can talk to someone for more information at www.Cafédirect.co.uk, or you could email at “info@Cafédirect.co.uk”. You could ring them on 08457 660192. I won’t put the address because it’s not very interesting to read! If you would like it, don't hesitate to ask me. ~~~So what about you~~~ If you want to feel that you are doing your part then why not try this, even if you do not like it as much as you regular brand then its no loss, you have still contributed. So go on, buy a jar of Cafédirect now. Thanks for reading my op, I hope it has inspired you into trying this product, loz >:)

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        09.10.2001 22:47
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        If you want to ensure a better deal for coffee growers in the Third World, then Cafe Direct is an excellent choice. It's a great tasting coffee, mind you, so you won't be losing out on that score. But the main reason why I am now buying Cafe Direct, and why I would recommend it, is because it guarantees a better deal for the Third World producers. The coffee is bought directly from growers' co-operatives, not from middlemen. Moreover, the price is never less than an agreed minimum, however low the world price is. Cafe Direct, combined with the efforts of 'Fairtrade', ensure that countless coffee growers are able to continue, because the price paid by the middlemen was not and is not enough to cover the cost of growing and preparing it.

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          14.06.2001 02:40
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          While the theory of Cafedirect is commendable the practice lets this theory down badly. Very fewpeople will be willing to pay extra for a a product which is inferior to the middle price brands such as the supermarket own brand medium roast especially as the retail price can be around 25% higher. This is not an undrinakble coffee, however it is preferable to the two brands which seem to dominant the supermarket shelves but maybe people will be better off buying their normal perfered brand and donating the remaining money to charity

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            19.04.2001 09:51
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            Ever wondered why coffee keeps you up all night? Well, in some instances it could be down to the coffee, but I've got a different theory - it could be because subconciously you know the farmers that made this stuff in the first place are stricken with poverty. That's right, farmers - even instant coffee starts out being grown by a living, breathing human being. The fact is that Cafe Direct, along with many other products available under the Fair Trade banner, ensures that the farmers producing the crop that goes into this get paid a fair wage for it. Many farmers get dictated to by large multinational organisations who base the price they willpay for the crop on a commodity market in whch the farmers themselves have no opportunity of participating, and therefore no influence. OK, so I am repeating some of the stuff from a previous op here, but it is something that I feel strongly about, so that's alright, isn't it? Anyway, the farmers get a guaranteed minmum price for their coffee crop by selling it to Cafe Direct, and can therefore plan how to improve their own lives and their own societies as a result. And if world prices go above the guaranteed minimum, the farmers are guaranteed a price above this. It is all too easy to forget these things when you live in the privileged west, run by near-competent governments that do all the planning and investment for you. Better still the coffee's pretty good too. This is by no means a cheap-but-green product sold purely for it's political- correctness. OK, it probably won't be the best coffee you ever tasted, but then if it's good coffee you want, why are you wasting your time with an instant? They do fresh ground versions too..... Pricewise, it is not the cheapest instant coffee either. But then again, it is certainly not a luxury item - you will probably pay no more than 10% extra on you're regular brand, if at all, which to me is well worth
            it given the benefits. And you won't have to make a special trip to a specialist outlet to get it - this is widely available through the main supermarkets these days. Though if you want to be a complete angel, get to your nearest Oxfam store and pick it up there - it tends to be no more expensive. So come on, stop pitying the poor people you see on the news every day, and do something about it. Because you can.

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          • Product Details

            Freeze dried instant fair trade coffee. A blend of the finest arabica beans from Latin America and Africa