As highlighted in a recent report, The Fairtrade mark, once only visible in independent grocery shops or on the odd shelf in the supermarket, has come a long way since the launch of the Max Havelaar Fairtrade Certification Mark in the Netherlands in 1988. Worldwide consumers spent over 2.3 billion euros on Fairtrade certified products in 2007, representing a 47% increase on the previous year. This means that over 1.5 million producers and workers in 58 developing countries now benefit from Fairtrade sales.

Following its founding by activists as a campaign against the exploitation of coffee pickers in Dutch colonies, the concept of fairtrade soon caught the imagination of both businesses and the public. In the ensuing two decades the fairtrade association spread internationally, largely concentrated in Europe and North America. Today there are 20 labelling initiatives known under various brands such as Max Havelaar, TransFair, Fairtrade Foundation, which all license the Certification Mark for use on consumer products and in order to promote Fairtrade in their country.

Now not only covering coffee, there are now Fairtrade Certification Marks on dozens of different products, based on FLO’s (Fairtrade Labelling Organizations International) certification, including teas, rice, cereal bars, ice-creams, cocoa, cotton, sugar, honey, nuts, fresh fruit, herbs, spices, wine, beer and even clothes and footballs.

Despite the differing levels of maturity and penetration across the various countries in which it operates, the Fairtrade mark has reached a decisive stage of its development internationally, and is becoming a strong market in itself. As the label grows increasingly recognisable and potent, it can no longer be defined merely as a campaign.

With the humanitarian aims of the Fairtrade foundation seemingly being achieved, we can only hope that the concept goes from strength to strength in the future.

Related research: The Future of Fairtrade - Opportunities and Challenges