What is Direct Trade?

  • Updated

Direct Trade means we go straight to the source to deal directly with farmers. This cuts out many of the steps that you find in the usual hands-off supply chain approach, which means a fairer deal for farmers.

This sourcing model means we can pay a premium price for a premium product - on average 76% above the Fairtrade base price in 2022. For a more detailed look at how we’re working to fix the industry, take a look at Our Mission.