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Cafédirect, the UK’s leading Fairtrade hot drinks company, invites you to help safeguard the nation’s favourite cuppa this Energy Saving Week (22-28th October 2007). Tea growers across the developing world are struggling to sustain their livelihoods due in part to the effects of climate change.

The theme of this year’s Energy Saving Week campaign is a ‘Community a Day’, and Cafédirect has teamed up with the Women’s Institute to demonstrate how networks, clubs, societies and communities can cut their energy consumption and encourage people to play their part in the fight against climate change.

We can all do our bit to help fight climate change and we can get started straight away by tweaking our everyday routines. Choosing ethically sourced products when shopping and thinking of the environment when we make a cuppa are simple changes that do go a long way!

If everyone in the UK commits to saving just 20% of the energy used everyday we could help prevent climate change and the effect it has on our towns and countryside, as well as on developing countries. What’s important is that we do it together, as a community. Choose Cafédirect products and invest in an Energy Saving Trust Recommended Eco-Kettle – they use 20% less electricity than a standard kettle – and you can enjoy a delicious, people and planet friendly cuppa.

Figures released by the Energy Saving Trust reveal people in the UK are wasting £126 million of energy a year by filling their kettle every time, instead of only boiling the water they need. If everybody in the UK boiled only the amount of water they needed, we could save nearly 700,000 tonnes of carbon dioxide per year. That’s the same amount of CO2 a car would produce if it drove round the world nearly 81,000 times!

The Energy Saving Trust figures also show that our kettle boiling habits currently:

•Waste the same amount of energy as the electricity consumed in a year by 300,000 homes

•Waste enough energy to power the UK’s street lighting for over six months.

Nearly half of the UK’s carbon dioxide emissions come from the energy we use every day in the home and when we travel. Whilst we are only just starting to experience the effects of climate change in the UK, those most exposed to ecological impacts are smallholder farmers in rural areas.

Cafédirect has spent the last 16 years building long-term, direct relationships with its tea, coffee and cocoa grower partners across the developing world, helping them to build sustainable businesses and, more recently, manage the impact of climate change.

Sylvie Barr, Head of Marketing, Cafédirect tells of the devastating effects of climate change on growers’ livelihoods: “Growers are now more at risk from natural disasters, which are increasing in intensity due to climate change. For example, our grower partners in the Caribbean and Central America face heightened hurricane activity. Everywhere, growing conditions for crops are also being affected by climate change, which may delay the start of the rainy season or cause unstable rainfalls that directly affect the flowering and production capacity.”

“As well as always paying a fair price for our crops, we re-invest on average 60% of our profits back into growers’ co-operatives to help fund training and development programmes. We are also the only major tea brand with a minimum price for tea, guaranteeing them a sustainable income. We work directly with our grower partners to help them deal with the effects of climate change – by providing information, adaptation capabilities and access to financial and technical support schemes.”

In the word of Antenor Lopez, CAC Frontera de San Ignacio, Peru, "Our partnership with Cafédirect has been a life changing experience. It has enabled us to improve our economic wellbeing, enhance the quality of life for our families, and provide a means of protecting our environment".

For further information please contact Rosie Watson/Gerri McNally
FML Public Relations
Tel: 01273 834716 or E-mail

Notes on Cafédirect plc

•Cafédirect was founded in 1991 and is the UK’s largest 100% Fairtrade hot drinks company, with a turnover of £21.6 million (2006) and 35% share of UK Fairtrade tea and coffee sales (Source: Fairtrade Foundation, 2006).

•Cafédirect has direct trading relationship with 37 Fairtrade-registered grower organisations across 12 countries.

•Our unique approach since 1991 has seen us paying fair prices and working directly with small-scale growers so that they can develop their businesses and increase their power in highly competitive commodity markets.

•As a business Cafédirect is different: growers hold shares in the company, sit on the Board of directors and have a say in how the business is run.

•From 2003 to 2006 we reinvested on average 60% of our profits into growers businesses through our unique training and development programmes, which are tailor-made to suit the needs of each individual organisation.

•In the words of Fatima Lopez, head coffee taster at PRODECOOP, Nicaragua, who helped in developing our Special Selection Nicaragua coffee: “Through our long-term relationship with Cafédirect, we invest in coffee quality. The co-op is training young people to work in coffee. It’s creating opportunities for the next generation, like me.”

•The Cafédirect product portfolio comprises three groups:

Coffee: Premium instant coffees, including Cafédirect Classic Blend, Organic Decaffeinated, new Intense and Special Selection (single origin coffee, currently Nicaragua); Fresh Ground coffees available in the following blends: Medium roast, Rich roast, Decaffeinated, Organic and Espresso; Fresh Ground Gourmet coffees: Organic Machu Picchu from Peru, Organic Palenque from Mexico and Kilimanjaro from Tanzania; Gourmet Coffee beans: Organic Machu Picchu from Peru, Organic Mount Elgon from Uganda, Cloud Forest from Nicaragua.
Tea: Teadirect – A fine blend from East Africa, available in standard and decaffeinated tea bags;
Drinking chocolate: Cocodirect – a luxurious hot chocolate (add milk) with 40% cocoa solids, one of the highest contents on the market.

To learn more about Cafédirect’s work and products visit

About the Energy Saving Trust

The Energy Saving Trust is one of the UK's leading organisations set up to address the damaging effects of climate change. It aims to cut carbon dioxide emissions - the main greenhouse gas causing climate change - by promoting the sustainable and efficient use of energy.

The Energy Saving Trust is an independent organisation providing advice for people to help reduce their energy use, acts as a bridge between government, consumers, trade, businesses, local authorities and the energy market. It provides impartial information and advice and has a network of advice centres in the UK specifically designed to help consumers take action to save energy.

For further advice, contact the Energy Saving Trust’s network of advice centres, which offer consumers advice and information on energy efficiency. For details of your nearest centre, contact 0800 512012 or visit

The Eco Kettle has been awarded the prestigious 'Recommended' mark by the Energy Saving Trust, and is available online from Currys, Ethical and Nigel’s Ecostore, RRP £39.99.

This press release was distributed by ResponseSource Press Release Wire on behalf of FML Public Relations in the following categories: Men's Interest, Women's Interest & Beauty, Environment & Nature, Food & Drink, for more information visit