In these days of mass over-consumption and multinational brands, when it looks as if Amazon and Pret a Manger might take over the world, it’s reassuring to see that independent tea and coffee shops are fighting back, and nowhere more evidently than in Oxford.

And yes, coffee is the new pretender, sneaking in like the grey squirrel to challenge everything that went before. Java & Co is bucking the trend. The Oxford based, independently owned and run cafe, is just one of the new outlets turning the tide, by offering coffee, tea and hot chocolate, shakes and smoothies as well as fresh food, rendering it almost indistinguishable from its international competitors, as is the intention.

Taking the giant corporations on at their own game, new companies like Java & Co, which has been open for two years, is winning. I ventured in last weekend needing a quick coffee and a sandwich, not wanting to dwell, although there is adequate seating in a prime location, parked as it is on the corner of New Inn Hall Street and George Street, from where you can watch the world go by.

There’s a sister cafe in Abingdon as well, and hopefully the formula will soon be rolled out across Oxfordshire, because, given the choice, I would rather support local businesses as long as they supply good coffee.

I opted for my usual latte which was swiftly served by the friendly and helpful staff, accompanied by one of their tasty looking sandwiches. Although obviously home-made, they are professionally wrapped and waiting, again mimicking their rivals.

There was a fabulous choice but I bagged a Mediterranean on brown bread, which was bursting with vital flavours of avocado and tomato, and turned out to be part of a deal, £5 for a coffee and sandwich. Bargain.

So next time you’re about to return to your favourite chain coffee shop why not make a conscious decision to go local. If it tastes the same what’s the difference? All it means is that you’re pumping your money back into the local economy rather than lining our American friends’ pockets.

Plus, if you order the Suspended Coffee for £1.50, 100 per cent will be donated to the Oxford-based Gatehouse Charity, which helps the homeless and poorly housed population.

n Java & Co can be found at 35 New Inn Hall Street, Oxford and at 18/19 Market Place, Abingdon.