Fairtrade is a label many of us associate with fairness, sustainability, and improved conditions for producers.
The logo of Max Havelaar fairtrade is on products like coffee, bananas, and cocoa—commodities often grown by smallholder farmers in the Global South. But of course there are other Fair certifications like Fairforlife, WFTO or Naturland fair.
But I am wondering if it is really as fair as we think?
I really love chocolate. I recently took a closer look at the shelves in a large supermarket.
Honestly, the assortment was huge, especially now short before Christmas.
Chocolate seems to be everywhere.
But here’s what struck me:
Only two or three brands carried a Fairtrade certification.
Even the well-known Max Havelaar Fairtrade label was hard to spot.
This was suprising. Cocoa is one of the key ingredients eligible for Fairtrade certification. If a product as widely consumed as chocolate struggles to meet these standards, it raises bigger questions about the industry’s commitment to fairness.
What Fairtrade Achieves
Fairtrade has made progress in:
✔️ Guaranteeing minimum prices and premiums for farmers to shield them from market volatility.
✔️ Supporting community projects and ensuring environmental standards are upheld.
But There Are Challenges with the certification. Did you know?
Mass Balance Issues:
For commodities like cocoa, certified and non-certified materials are often mixed during processing. While the certified amount is tracked on paper, what ends up in the chocolate you buy might not be 100% Fairtrade.
It means the fairtrade chocolate you buy is not neccessry with from fairtrade farmers.
Retailer Power:
Even with Fairtrade certification, much of the profit remains with retailers, while farmers earn shockingly low incomes.
Farmers often receive only 6% of a chocolate bar’s value, while 90% goes to retailers and brands. Many cocoa farmers in West Africa earn less than $1 per day, with women earning even less (as little as $0.23 per day).
What Does Fair mean Today?
For me, “fair” should mean more than a label. It should mean:
Farmers earn living incomes, not just minimum prices.
Consumers have access to clear and transparent information about what’s in their products.
Sustainability and fairness are the norm, not the exception.
What Do You Think?
Do you actively look for Fairtrade chocolate or other certified products?



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