Cafedirect coffee tops Which?’s taste test

The Cafedirect Fairtrade company has beaten off stiff competition in an independent coffee taste test conducted by Which? Magazine.

To get an idea of how Fairtrade products measure up against the big brands, Which? asked a panel of experts to sample both and compare them for taste and value for money.

The report's results suggested consumers who avoided Fairtrade products because of concerns about quality might want to try them again.

Giles Hilton, chief taster for Whittard and a member of the Speciality Coffee Association, rated Cafedirect's medium roast fresh ground coffee higher than the non-trade coffee for both taste and value for money.

Zachary Dominitz, head of corporate affairs for Cafedirect, commented: "In the last three years alone we've reinvested 60% of our profits directly into growers' organisations and communities, which has enabled them to build sustainable businesses and continually improve the quality of their crops. And it shows!"

Weblink:

www.cafedirect.co.uk

Words: Maria Bracken

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