At the initiative of Mexican coffee farmers, the first fair trade labelling initiative, Stichting Max Havelaar, was launched in the Netherlands on November 15, 1988 by Nico Roozen, Frans van der Hoff and Dutch ecumenical development agency Solidaridad.
Frans van der Hoff (born 1939), or Francisco VanderHoff Boersma as he is called in Latin America, is a Dutch missionary who, in collaboration with Nico Roozen and ecumenical development agency Solidaridad, launched Max Havelaar, the first Fairtrade label in 1988.
A solution was found in 1988, when the first Fairtrade label, Max Havelaar, was launched under the initiative of Nico Roozen, Frans van der Hoff and Dutch ecumenical development agency Solidaridad.
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The label, launched by Nico Roozen and Dutch missionary Frans van der Hoff, was then called Max Havelaar after a fictional Dutch character who opposed the exploitation of coffee pickers in Dutch colonies.