Max Havelaar France unveils 2024 figures increasing and announces several initiatives for French sectors, Including an observatory of fair agricultural remuneration.
Egalim law 4 postponed, Forgotten floors, very hard commercial negotiations ... "The French agricultural sector is not progressing towards more equity", underlines Max Havelaar France. Internationally, Customs chaos caused by the United States, speculation on coffee and cocoa, increase tensions and weaken the sectors. In this context, the fair trade figures revealed by Max Havelaar for 2024 are reassuring : +4,1 %. On the occasion of Fair Trade Fortnight, which was held from May 10 to 25, the NGO presented results confirming consumer confidence, as well as a flowering of innovations and the success of French milk, but she wants to accelerate for more sectors and more transparency. More sectors :More fair trade sectors : French wheat, legumes, experimentation in favor of beef, least profitable sector in France ; internationally, coffee support, investment in fair trade cashew nuts and cotton. More transparency : publication of details of all its fair prices, creation of an Observatory of fair agricultural remuneration, launch of a study on the “expected income” of farmers, deployment of fair remuneration diagnostics with local authorities…
A growing market
Despite sluggish average French consumption, especially in large areas, sales of Fairtrade/Max Havelaar labeled products increased in 2024. The turnover reaches 1,384 billion euros. Consumer loyalty to the fair trade approach is confirmed despite inflation. They particularly favor the three flagship products : cacao, coffee and banana (83 % you total), anchored in everyday life, present everywhere and affordable. But also French milk, which takes off in 2024 in public purchasing. Cocoa sees continued growth (+7% in value) thanks to a fully diversified offer, via the innovation of committed French brands (Crocus, Flavors&Nature, Bonneterre), and thanks to private labels (MDD) who play a driving role (Lidl, Aldi, Monoprix, Action). Despite a historic surge in the stock price of cocoa, due to the collapse of harvests in Ivory Coast and Ghana, sales of fair trade cocoa products have increased in volume in France (+8 %, 17,300 tonnes), undoubtedly also thanks to a better awareness of the issues (cf. recent study on French imports[1]). Coffee shows stable volumes in a tense market. In a context of rising prices on the stock market, sales of Fairtrade/Max Havelaar labeled coffee products are stable in volume (13,093 tonnes imported) with an increase of 3% in value : consumers remain loyal to “their” responsible coffee, the Small Producers box (Malongo) in the lead… The banana makes a return to a record level : emblematic fair trade product with 12% of the French market, the Fairtrade/Max Havelaar labeled banana will return to volumes equivalent to those before the crisis in 2024, with 91,812 tonnes marketed.
More and more companies involved
For committed companies, 2024 is marked by the arrival of iconic brands on the fair trade market : Saint Louis (cane sugar), Candia (chocolate milk), Yoplait (chocolate dessert). On the other hand, 62% of the turnover of Fairtrade/Max Havelaar labeled products is generated in large retail chains. Organic circuits and collective catering are experiencing double-digit growth. : +28% in organic networks (Biocoop, Naturalia, etc.) and +13% in out-of-home catering. SMEs are still at the forefront : 68% of companies committed to the label are French VSEs/SMEs, sign of territorial anchoring and link to made in France.
Product launches and new sectors
Since 2024, the Max Havelaar specifications “of French origin” open to large crops, making it possible to structure fair French agricultural sectors, organic as well as conventional. Goal : guarantee fair minimum prices to French farmers and meet the growing demand from consumers and communities for more local food, ethical and sustainable. Two pilot cooperatives engage with Max Havelaar France to develop new French fair trade lentil sectors, chickpeas, beans and wheat : Lands of the Pays d’Othe in Aube, association of 100% organic producers, and Union Entente in the West, a union of cooperatives responding to the demand of collective catering for flour and wheat products. On the other hand, the 20th century school fund (district of Paris), The producers' organization ELVEA and Max Havelaar France are together experimenting with a fair "local beef" sector. This project is part of the dual objective of guaranteeing decent remuneration for Ile-de-France breeders and supplying canteens with quality meat., ethical and sustainable.
