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Fair trade coffee company Cafédirect is attempting to reposition itself as a main-stream brand with a series of advertisements in the women’s press, breaking next month. Cafédirect believes that coffee growers in Africa and Latin America should be paid a fair price for their crops and the company is targeting a broader base of consumers than those "concerned" consumers who traditionally buy fair trade products. The advertisements, created by agency Leo Burnett, will focus on the ethical stance of the product and its taste. Cafédirect is available from major supermarket chains.

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