What Fairtrade Means to Our Brands

We have some pretty amazing brands here at Superfood Market (if we don’t mind saying so ourselves!) and that's not just because of the products they sell but also because of what they give back.

We strive to only work with companies that work towards a similar goal to us by ensuring that their products have not come at the expense of our fellow earthlings and the environment.

We are lucky to work with such a range of companies who go above and beyond this and, to be completely honest, we love to shout about them…

Café Direct

Café Direct are a force to be reckoned with when it comes to giving back to their supply chain. Not only do they pay Fairtrade social premiums but also invest up to 50% of their profits back in to the grower communities of which they buy from (that pledge has translated in to £6m for their farmers).

To ensure that their business is running with this firmly pressed in to its core, out of their 8 board members, 2 of them are producers who have a huge impact on decision-making in the business. This has led to the development of a strictly followed environmental and social strategy which make up a huge chunk of their overall strategy.

Finally, if that wasn’t enough, they cut out all middlemen. Everything is done directly with their growers to ensure that all trade is straight-forward, respectful and fair. (a few of them even own shares in the business as well…)

Karma Cola

The whole reason for setting up Karma Cola was to give back. Our planet drinks more than 1 million colas everyday but the farmers don’t see a massive chunk of that (and they are the ones who found it!)

Horrified by this, Karma Cola decided this had to stop and they set up “The Karma Cola Foundation” to make sure that however big their company grew, the people at the beginning of the supply chain would grow as well.  Stating that this isn’t aid, this a straightforward trade – the people of Sierra Leone, where they source their amazing ingredients from, are treated independently and aren’t dictated to as to where the money goes. So far, they have chosen to spend the money on providing scholarships for 60 young people, supported 5 primary and secondary school teachers in a community run school (teaching around 270 children), built 2 rice processing centres (to secure food supply), supported an educational HIV/AIDS theatre group and built a guest house to rent out to visitors.

They have managed to do all this and still have an amazing product – we can’t help but feel humbled!


By not just adhering to Fairtrade guidelines but by going above and beyond, they have shown how to really give back to your supply chain. They work alongside the foundation to raise long term finance with European financial institutions.  This allows the cooperative to extend its microfinance scheme and allowing farmers access to capital at a reasonable interest rate.

But if that wasn’t enough, they ensure that they give back through-out the supply chain. Every single one of their products is packaged in France by people with learning difficulties.

Not only is the product quality second to none but every single person buying from them can be rest assured that this really is a company that instils a deep sense of inclusion and fairness.  


You guys, please keep doing what you are doing!

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