Its aims was to "give coffee bean, cocoa and tea growers a larger slice of the purchase price for the products".
[1][7] In February 2004, the company released more share floats on the stock market in a move to raise $9.1 million.
[10] In April 2019, Cafédirect partnered with Waitrose to launch a small batch of premium coffee products.
[11] Cafédirect has established the Gold Standard, a guarantee to pay above the world market price for coffee, and to support the development of producers.
[9] In addition to paying a fair price to growers in developing countries, the company donates a percentage of its profits to producers for activities such as market information and management training.