BaxterStorey to offer clients Fairtrade coffee as standard

BaxterStorey is to adopt Fairtrade coffee as standard across its operation, and use the profits from the sale of the beverage to fund a newly established charitable foundation.

The contract caterer, which provides services for clients including Barclays, Virgin Atlantic, Unilever and ITV, introduced its Down To Earth coffee five years ago.

Down To Earth, which is independently accredited by Fairtrade, Rainforest Alliance and the Soil Association, has already been adopted by 75% of BaxterStorey's clients.

However, offering the Fairtrade product as standard will see the overwhelming majority (upwards of 95%) of the caterer's clients using the ethical product, according to the company, which caters for more than 125,000 people a day and each year sells more than seven million cups of coffee.

William Baxter, deputy chief executive of BaxterStorey, said: "We are keen that we not only source ethically, but use our profit responsibly too and it is entirely appropriate that we should combine this approach within our business."

The company hopes to raise £70,000 for its newly established foundation through coffee sales alone, and will begin offering traditional and fruit teas, as well as snack products, later this year as part of its Down To Earth brand.

The BaxterStorey Foundation will support industry training initiatives, national health charities and community youth support programmes and is expected to distribute £100,000 in its first year.

For more on fair trade see our Beverages channel or visit the Fairtrade Foundation. Fairtrade Fortnight runs until 8 March.

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By Chris Druce

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