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, which represents 1.3 billion euros of products sold in 2022. “Its notoriety is important as is the trust – at 88% – that it arouses,” rejoices Blaise Desbordes, general manager of Max Havelaar France.
They can be found everywhere, on supermarket shelves as well as in specialized and organic stores, and for all budgets, from entry-level to more luxurious brands.
The flagship product?
“The Max Havelaar banana, which accounts for 12% of the market in France.
It’s our big success, he smiles.
It must be said that it ticks all the boxes: it is fair, with an accessible price between 1.99 euros and 2.29 euros per lot, but also organic.
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The Max Havelaar label makes it possible to identify fair trade products.
And this is what makes this fair trade label so special.
Its DNA remains “the defense of the small producer mistreated by the harmful effects of globalization”, recalls Blaise Desbordes.
It guarantees decent conditions (prohibition of child labor, strict health and safety standards, etc.) as well as better remuneration for producers and farmers with “a guaranteed minimum price”, details the site.
A daily battle, especially now with “the pressure on prices exerted by the brands”, sighs the general manager.
Classified among the “very good choices” by Ademe
But Max Havelaar does not only have an ethical vocation.
It is also increasingly ecological.
“This is the third pillar of our specifications that we have strengthened over the years, at the request of producers,” he continues.
And to cite in particular “the ban on GMOs, a red list of polluting products, better optimization of water consumption, sustainable soil management and even respect for biodiversity…”.
Without forgetting a bonus paid to producers engaged in organic farming.
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And even if the Ecological Transition Agency (formerly Ademe) points out some areas for improvement – the label does not guarantee that “the packaging is more environmentally friendly” or that “the impacts of transport are reduced” —, it classifies it among “the very good choices”, in the same way as the Organic Farming or High Environmental Value certifications for fruits and vegetables.
For Blaise Desbordes, fairness and ecology go hand in hand: “Everything is linked.
The best defender of the environment is the right price, thus allowing producers to implement techniques that are more respectful of nature.
An impoverished and insecure farmer will have his back against the wall and will not have the means to invest in these practices.
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