Lorna Young’s Legacy – Cafedirect still showing its credentials

Lorna Young was one of the founders of Cafedirect, and was its first marketing manager, when it was still an experiment thought up by innovative pioneers. She secured their first supermarket listings and, with her colleagues at the time, launched the company into the mainstream. It’s her pioneering work that enabled Cafedirect to be the business it is today. It’s great to see the legacy of what she helped to create and let’s hope those working their today continue her philosophy and passion for trade justice. Cafedirect demonstrate how businesses can go beyond the uniform ‘lowest common denominator’ of current certification systems, as the Guardian article sets out. Cafedirect and similar companies can again become the pioneers by helping to move ethical consumerism in the UK beyond badges. http://www.guardian.co.uk/sustainable-business/cafedirect-redefining-fair-trade