The first Max Havelaar labeled coffee was created in France in 1993. Thirty years later, this label is present on nearly 6,000 references including 1,200 coffee and 2,100 chocolate products in France.
The flagship product? “The Max HaVELaar banana, which accounts for 12% of the market in France,” says Blaise Desbordes, general manager of the label. The best defender of the environment is the right price, thus allowing producers to implement techniques that are more respectful of nature.