The Max Havelaar brand is a standard of fair trade that does not forget about the planet.

The first coffee labeled Max Havelaar was created in France in 1993. Thirty years later, the mark appears on almost 6,000 products, including 1,200 coffees and 2,100 chocolates in France, representing €1.3 billion of products sold in 2022. what matters is the trust it inspires (88%),” rejoices Blaise Debord, CEO of Max Havelaar France.

They can be found everywhere, on supermarket shelves as well as specialty and organic stores, to suit every budget, from entry level to more luxury brands. Flagship product? “Max Havelaar banana, which accounts for 12% of the French market. “This is our great success,” he smiles. It must be said that it meets all the requirements: it is honest, with an affordable price of 1.99 to 2.29 euros per lot, but at the same time organic. »

And that’s what makes this fair trade seal so special. Its DNA remains “the defense of the small producer who is being mistreated by the ill effects of globalization,” recalls Blaise Debord. It guarantees decent conditions (no child labor, strict health and safety standards, etc.), as well as better rewards for producers and farmers with a “guaranteed minimum price,” the site details. It’s a daily struggle, especially now when “prices are being put under pressure by brands,” sighs the CEO.

Listed as a “very good option” by Ademe.

But Max Havelaar has more than just an ethical vocation. It is also becoming more environmentally friendly. “This is the third pillar of our specifications, which we have strengthened over the years at the request of manufacturers,” he continues. And in particular, it is worth mentioning “a ban on GMOs, a red list of polluting foods, better optimization of water consumption, sustainable soil management and even respect for biodiversity…”. Not forgetting the bonus paid to producers engaged in organic farming.

And even if the Green Transition Agency (formerly Ademe) points out some areas for improvement (the label does not guarantee that “packaging is more environmentally friendly” or that “transportation impacts are reduced”), it classifies it as a “very good choice”, just as such as organic farming or high environmental value certificates for fruits and vegetables.

For Blaise Debord, justice and ecology go hand in hand: “Everything is connected. The best protector of the environment is the right price, which allows manufacturers to implement methods that are more respectful of nature. The impoverished and unprotected farmer will have his back against the wall and will have no means to invest in the practice. »