The Fairtrade hot drinks specialist has taken on Ben Styche as retail controller and Chris Haddy as foodservice controller.
Cafédirect said that retailers were keen to expand their ethical and Fairtrade lines.
Styche, who has previously worked for Twinings, will provide additional support to the company's existing grocery, impulse and high-street sales channels.
Haddy, who has previously worked for Douwe Egberts, is tasked with expanding Cafédirect's existing foodservice and wholesale offering.
Cafédirect has also appointed Paul Carleton as national account manager and Harriett Gething as trade marketing manager. They have industry experience at Mars and Ehrmanns Wines respectively.
"The string of senior appointments marks the beginning of an exciting new period of growth for Cafédirect," said sales chief Jon Marlow.
"Since 2008, there has been a notable increase in demand for ethically traded products, as consumers seek both value and values, refusing to trade down on their ethics. I look forward to working with Ben, Chris, Paul and Harriett in their new roles."
Last month, Asda delisted Cafédirect and rival Fairtrade brand Clipper due to poor sales, choosing to replace the brands with three new Extra Special own-label variants. Cafédirect said it continued to work in partnership with the supermarket.