Fairtrade co-op Revolver expands coffee supply

Its Revolver World coffee is currently sold at 200 Co-operative Food shops and director Paul Birch expects the number to increase to 250 in coming months.

Mr Birch, aged 59, also owns and runs music label Revolver Records from his premises in Goldthorn Hill. He started the label, which famously signed The Stone Roses, in 1979 and it has more than 3,500 albums in its back catalogue.

Sister company Revolver Co-operative initially had a licence from Christian Aid to manufacture Fairtrade organic cotton garments and through contacts made with Midland Counties Co-operative moved on to coffee.

"Our coffee is now sold both through the stores themselves and is also used in their cafes as well," said Mr Birch. "We are selling in Co-operative Food shops from Shropshire to Wiltshire and are adding more counties," he added.

A quarter of the profits from the sale of the coffee is re-invested in the producers' home communities to improve the lives of women and children through better health and education.

Mr Birch said that the next step for Revolver Co-operative would be to develop a range of beers from Cuba. "If this is a success we will be looking at other interesting beers from developing countries," he added.

Mr Birch, a former Northern Soul disc jockey, said his philosophy behind setting up the Fairtrade arm was: "When you make trade fair, the need for aid diminishes."

The co-operative was set up in 2011 with support from the Co-operative Group, Co-operatives UK and financial help from the Co-operative Loan Fund.

At one time, Revolver Records had 40 staff and representatives in 35 countries, including Japan, the US and Canada.

Mr Birch with the advent of the internet and digital technology, he realised times were changing and he also became progressively more interested in the Fairtrade movement and the concept of fairly traded goods and services.

The co-operative has five directors, 23 members and maintains links with 11 coffee producers in countries including Colombia, Cuba, Ethiopia, and Costa Rica. Annual turnover is currently around £100,000.

In the UK, the co-operative also works with charities including Action Aid. It raised £60,000 for MENCAP in 2012 through the sale of a single released by its sister company on iTunes, featuring former Co-operative Group chief executive Peter Marks on drums.

Mr Birch, who lives in Wolverhampton with his wife and three children, is a practising Christian and the product range also includes Christian Aid merchandise.

Cathedral Coffee is sold by the Diocese of Lichfield with 50p from every sale going to its sister diocese in South Africa, where a community project is helping to transform lives devastated by HIV/AIDs

More about Revolver World coffee is on its website at www.revolverworld.com.