The concept of fair trade labeling, which guarantees coffee growers a negotiated preharvest price, began with the Max Havelaar Foundation's labeling program in the Netherlands. In 2004, 24,222 metric tons (of 7,050,000 produced worldwide) were fair trade; in 2005, 33,991 metric tons out of 6,685,000 were fair trade, an increase from 0.34% to 0.51%.[196][197] A number of fair trade impact studies have shown that fair trade coffee produces a mixed impact on the communities that grow it. Many studies are skeptical about fair trade, reporting that it often worsens the bargaining power of those who are not part of it. Coffee was incorporated into the fair-trade movement in 1988, when the Max Havelaar mark was introduced in the Netherlands. The very first fair-trade coffee was an effort to import a Guatemalan coffee into Europe as "Indio Solidarity Coffee".[198]
Since the founding of organisations such as the European Fair Trade Association (1987), the production and consumption of fair trade coffee has grown as some local and national coffee chains started to offer fair trade alternatives.[199][200] For example, in April 2000, after a year-long campaign by the human rights organization Global Exchange, Starbucks decided to carry fair-trade coffee in its stores.[201] Since September 2009 all Starbucks Espresso beverages in UK and Ireland are made with Fairtrade and Shared Planet certified coffee.[202]
A 2005 study done in Belgium concluded that consumers' buying behavior is not consistent with their positive attitude toward ethical products. On average 46% of European consumers claimed to be willing to pay substantially more for ethical products, including fair-trade products such as coffee.[201] The study found that the majority of respondents were unwilling to pay the actual price premium of 27% for fair trade coffee
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