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Launching the Fair Trade coffee project

A superior blend of Thai coffee, the fruit of a development project involving a mountain tribe, Beyond Fair Trade and ORO Caffè.

In this case, not only are the producers paid more for their coffee than the price established by the Fair Trade international organisation (hence the term "beyond") but all the proceeds are reinvested in order to improve the producers' living conditions and sustain the project in the long term.

The launch communication for the new blend in cafés included print-press ads featuring a child of the Aka tribe, in-store material and a consumer brochure with full details of the project.