Products with the Fair-trade seal are becoming more common. "This is because of years of dedication and the pioneering work of a few very involved companies. Subsequently, large supermarkets and A-brands followed suit," says Peter d' Angremond, director of Max Havelaar. He continues, "The fact that 1 out of 10 bananas carry our sticker is good news. It shows that there is still some room for growth. This is a great challenge for the coming years."
The annual figures for the Max Havelaar foundation have proven, yet again, that bananas and coffee were the most important products in 2011 with 60% of sales. One in ten bananas carry their sticker. Fair-trade certified products increased in volume in 2010 by 20% to 27.5 million kilos with a retail value of 147 million Euro. The number of companies who are members of the Max Havelaar foundation, who trade fairly and bring their products to the market, went from 122 to 131.
An important aspect of Fair-trade is the investment premium that is cultivated in the commercial chains. The Farming organisations use this premium to make investments as needed. They know themselves what is necessary. It could be about improvements in productivity, education and healthcare. In 2011, the Dutch Fair-trade business generated a total premium of 2.2 million Euro, which was 18% more than in 2010.
Customer studies, conducted by the GFK and commissioned by the NCDO, showed that the parallel between the figures for market growth and the number of consumers that buy Fair-trade products, has also grown. It has grown from 49,5% of all households in 2010 to 55% of all households in 2011. The Fair-trade seal from Max Havelaar stands for a different way of doing business. The seal offers growers and workers in developing countries better trade conditions and more income security. This gives them the chance to be more in control and improve their own living conditions and to contribute to a sustainable future. Fair-trade gives consumers in and outside the Netherlands a powerful tool to help eliminate poverty while doing their daily grocery shopping.