The first Fairtrade label, Max Havelaar, was launched in the Netherlands on November 15, 1988. The name comes from Max Havelaar, which is both the title and the main character of a Dutch 19th-century novel critical of Dutch colonialism in the Dutch East Indies.
Fairtrade was developed as a response to the collapse of the world coffee price, which has fallen for a number of years to less than the cost of production. As a result many coffee farmers in the developing world were struggling to make enough money to feed themselves and their families. Fairtrade's aim was to strengthen the economic position of these poor and marginalized coffee producers.
Fairtrade was developed as a response to the collapse of the world coffee price, which has fallen for a number of years to less than the cost of production. As a result many coffee farmers in the developing world were struggling to make enough money to feed themselves and their families. Fairtrade's aim was to strengthen the economic position of these poor and marginalized coffee producers.
By 2009, fair trade coffee was sufficiently mainstream that Walmart, the world's largest retailer began selling it, and pricing it about the same as regular.
As of 2019, over 1.90 million farmers and workers in 71 countries were participating in Fairtrade.
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