Michael Caines backs Peros Cusco Appeal

Michael Caines MBE has put his support behind the Peros appeal to help those affected by the recent tragic events in Peru. Floods and landslides have devastated the Cusco region, a major coffee-growing area, and emergency aid is desperately required. Public awareness of this disaster is currently very low making fund raising difficult - a situation Michael would like to change.

Michael has first-hand knowledge of the area following his 2008 visit there with Peros to see for himself how Cafédirect and Fairtrade contributions benefit local communities. "I was deeply moved by what I saw," he said. "Communities had only just recovered from previous natural disasters, and Fairtrade premiums were making a direct and positive impact on the lives of the people we visited. This latest disaster is a real tragedy for these welcoming and friendly people. They need our help and they need it now! Our industry is indebted to hard-working and often impoverished growers and producers around the world and this is a great chance for us to repay some of that debt. Because I personally know the people involved, I know that every pound we raise will go directly where it's needed," he added.

Peros has set up the Peros Cusco Emergency Appeal to receive donations directly. Peros is also receiving regular reports from contacts in the region and will continue to publicise these through their website, Facebook and Twitter updates.

Michael, acclaimed chef and driving force behind the ABode Hotels group, has worked with Peros over many years and in 2007 specified Cafédirect Fairtrade coffee across all his hotels and cafés. The Cusco region of Peru has supplied coffee to Cafédirect for more than ten years.