Since joining Cafédirect in 2000, Sylvie Barr has played a key role in boosting sales of the trailblazing Fairtrade company by shifting perceptions from charitable niche to premium mainstream and extending its range and distribution. In June 2004, Sylvie received the prestigious ‘Marketer of the Year’ award from the Marketing Society. Sylvie had a daughter in 2005 and returned from maternity leave in January 2006. She has since worked on re-invigorating the brand and created a brand new corporate identity and a complete packaging re-design. A major communications and promotional campaign kicked off in the New Year and 2007 promises to see Cafédirect driving both the hot beverages category and the Fairtrade sector growth

Favourite green/ethical activity? Enjoying a cup of delicious Machu Picchu coffee on a bright Saturday morning.

Fairtrade or organic? Both - Fairtrade and Organic mutually reinforce each other and offer benefits to the growers.

Best ethical buy? A system to collect rainwater for my plants and flowers.

What green/ethical products are you waiting to be designed? An eco-friendly plane which doesn’t make me feel guilty about holidaying abroad.

What is your personal ethical/green dilemma? I am a full-time working Mum and sometimes sorting out the rubbish for recycling can be difficult.

Where/ who do you get your inspiration from? Our growers – at Cafédirect we have built long term relationships with our grower partners and each time I see them they have a different story to tell about how they are benefiting from our work with them.

Do you think the Fairtrade message has to compete with the media's obsession for climate change? No, actually they are both linked. Through our direct relationships with the growers we understand how climate change is affecting them e.g. its impact on the seasons, crop cycles etc. We are working closely with them to mitigate the risks associated with climate change.

What lesson would you say Fairtrade has to offer everyone? We all have the power to change things and make a difference. And the great news is you don’t have to go out of your way to see change happen. Just buy Fairtrade products like Cafédirect coffee, Teadirect tea, and Cocodirect drinking chocolate and you already impact on the lives of millions of growers around the world.

What was the last green thing you did? Boiling just enough water for my morning cup of Teadirect. It’s amazing how much water and energy we can all save by “boiling better”.

What would be your one piece of ethical/green advice to give ethics girls? Help us make a change by telling friends and family about your great eco finds. It’s often the best way to get people to try something new.