Which organization launched the first Fairtrade-certified product label in 1988?

The Max Havelaar Foundation launched the first Fairtrade-certified product label in 1988.

The Dutch foundation introduced the label for coffee produced by Mexican smallholder farmers. The scheme aimed to give producers more reliable market access and a better return while connecting consumers with products meeting defined trading standards.

The label’s name came from Max Havelaar, the fictional title character of an 1860 Dutch novel criticizing colonial exploitation. After the initial Dutch launch, similar initiatives developed in other countries and later joined together in the international Fairtrade system.

A common mix-up is treating Max Havelaar and Fairtrade International as identical organizations. Max Havelaar was the pioneering national initiative; Fairtrade International is the later global network that coordinates standards and labeling across participating countries.