On the occasion of Fairtrade Fortnight 2025, Max Havelaar France unveiled rising figures for 2024 and announced several initiatives for the French sectors, including an Observatory for Fair Farming Remuneration.
2024 figures: Confidence is high, and the market grows to nearly €1.4 billion
"Despite overall sluggish consumption in France, particularly in supermarkets, the sales of Fairtrade/Max Havelaar-labelled products rose to €1.384 billion [1.561 billion USD] in 2024, an increase of 4.1%. Consumers' loyalty to the Fairtrade approach is therefore confirmed, despite inflation. They are particularly enthusiastic about French products, including cocoa, coffee,
and bananas (83% of the total), which are firmly rooted in everyday life, present everywhere and accessible in terms of price," according to the press release. Cocoa is growing steadily, by 7% in value terms. Sales of Fairtrade/Max Havelaar-labelled coffee products are stable in volume terms (13,093 tons imported), with an increase of 3% in value, despite a context of rising prices on the stock market. And finally, Fairtrade/Max Havelaar-labelled bananas - 'an emblematic product of fair trade, representing 12% of the French market' - are returning to record volumes in 2024, equivalent to pre-crisis levels, with 91,812 tons sold.
Another announcement made by the label is the development of new French supply chains for legumes, for example. Two pilot cooperatives have signed up with Max Havelaar France for lentils, chickpeas, beans, and wheat.
Launch of the first Observatory of Fair Agricultural Remuneration (ORAE)
Max Havelaar France is launching the very first Observatory of Fair Agricultural Remuneration (ORAE). Its mission is to document, share, and analyze farm incomes through reliable data, original studies, and exchanges between experts, sector professionals, local authorities, and civil society. The first study will define the decent income of French farmers: to identify the first scientific reference for the level of decent income suitable for farming households. There will also be a major consultation on the "income of interest to farmers" to study the differences between an income that enables people to be above the poverty line, a decent income and an income that is sufficiently attractive for farmers to decide to continue in the profession, or for new generations to start. In addition, thanks to funding from the French National Food Programme (PNA) and Ademe, Max Havelaar France will be deploying fair remuneration diagnostics for local authorities keen to build up local, fair-trade supply chains.
For more information: fairtrade.net