CAFÉDIRECT, the pioneers of Fair Trade in the UK and creators of the critically acclaimed ‘5065 Lift’ & ‘Flight 5065 London Eye’, invite you to join 350,000 growers in the making of three revolutionary films.
Cafédirect has pioneered grower initiatives and consumer engagement in Fair Trade for 15 years. It created Fair Trade in the UK, put the first Fair Trade products into supermarkets and drove the Fair Trade movement into the mainstream - providing ammunition, case studies and premium produce for the Fairtrade Movement and setting an example for all other brands and businesses.

Cafédirect was started by 3 grower communities in Latin America and came to life through 4 charity networks in the UK, determined to challenge the markets and coffee giants who failed to recognise poverty as their issue. Just barely over 30 people, it is now the World’s leading fair trade organisation and the according to Millward Brown* the UK’s number one most recommended brand. It represents 350,000 growers and touches over a million lives.

Grower self-determination started Cafédirect, runs through the coffee, tea and cocoa communities behind it and plays a pivotal role in the future of the company - it is this integrity that makes Cafédirect braver, bolder and more challenging than any other Fair Trade company. It is the growers’ brand and a model business for the future.

But Fairtrade is not a solution, it was only a beginning, a lever to pry open the eyes of the world to the plight of millions of growers around the world. Multinationals are happy to source fairly-traded product from warehouses, spending many times more on the marketing and “fairwash” on their superficial actions than on the growers themselves. . It’s not enough. If you want to realise the vision of Fair Trade you may want to join us in this new and appropriately radical initiative. What started with 3 containers of beans in 1991 has evolved into a new and epic collaboration we’re calling The Trilogy.

THE TRILOGY Three films to change the world; each one a projected vision of the future, based on economic and social evidence, and inspired by the extraordinary courage and conviction of people living almost unbelievable lives.

In this world, climate disasters, drug cartels, military intervention and migration are the backdrop to everyday life - fuelled by the markets, corporate giants and middlemen...these things make the future dangerously uncertain for us all.

The Trilogy is designed to go beyond cinematic drama and experience, reaching through time to actually change the future in real life. By becoming the mechanism for transformation, these films will become a medium for change. The Trilogy will generate investment in grower communities across Africa & Latin America and touch the lives of millions of people, building dynamic new relationships, opportunities and infrastructure, and dismantling the mental trade barriers that divide us all. You can eat, drink and wear The Trilogy. By 2015, today’s grim reality will either be a lot worse, or changed for the better, by you.

Trilogy ONE goes into production on May 10 2008. If you have an interest or a passion for change, for justice, for equality, now’s the time to invest your energy, talent or money in the development of three films, development funded by Cafédirect and its supporters and backed by industry names. Each and every component of the production is open to new and renowned talent, at both ends of the chain.

The ambition is to create a new level of in engagement in real life. It’s time for action.
The future is in your hands.   

CALL FOR ENTRIES
The deadline for creative submissions is 10th December 2007

Creative enquiries to
The Trilogy Submissions
Host Universal. 6-10 Lexington Street, London W1V 0LB
Or email steve.keyworth@hostuniversal.com

Artist and Production enquiries to
The Trilogy Productions
Host Universal. 6-10 Lexington Street, London W1V 0LB
Or email tally.parr@hostuniversal.com

Film and Finance enquiries to
The Trilogy Partners
Host Universal. 6-10 Lexington Street, London W1V 0LB
Or email marcus.fergusson@hostuniversal.com

Media enquiries to
The Trilogy Media
Host Universal. 6-10 Lexington Street, London W1V 0LB
Or email robin.smith@hostuniversal.com

Cafédirect enquiries to
Zachary Dominitz
Cafédirect. Suite B2 City Cloisters, 196 Old Street, London EC1 V 9FR
Or email ZDominitz@cafedirect.co.uk

Cafédirect has personal, long-term trading relationships with smallholder farmers across 12 countries, and works to resolve economic issues at micro level with a 100% Fair Trade commitment, guaranteed prices and ongoing support and development programmes. This partnership provides growers with the security to invest in their farms and build sustainable economies for their cooperatives and communities through high quality produce and innovation. Cafédirect invests on average 60% of its profits back into the communities that grow its raw materials, pays above the FT minimum, and is the only company to offer a minimum price for tea.

“The relationship between Cafédirect and the producer partners does not stop at trade alone. It is about developing together. It is about strengthening weak producer organisations, making them more independent and able to make their way in the market. We only have Gumutindo now because of the Cafédirect philosophy of developing together”
Willington Wamameye, Secretary, Gumutindo Coffee Co-operative.

Cafédirect was created by Oxfam, Twin Trading, Equal Exchange and Traidcraft, Shares in Cafédirect are available through brokered exchange. Cafédirect’s mission is protected by a golden share. Cafédirect is a www.LYFE.ac founder member.