The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

To understand how Fairtrade products measure up against some of 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 Cafédirect’s Medium Roast fresh ground coffee higher than the non Fairtrade coffee for both taste and value for money.

Cafédirect Head of Corporate Affairs Zachary Dominitz says, “We are delighted, but not surprised, that our coffee has beaten off the competition on taste. Growers are the heart of Cafédirect, and our direct relationships with them – and their pride in their work – guarantees we get the best possible beans, and that’s reflected in the quality of our coffee.

“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!"