Abstract
Back in 1934, Malongo coffees came into being in a small roasting shop in the heart of Nice.
After the Second World War, the brand was launched on the radio.In 1980, the first cafés were opened in Cannes and Nice.
In 1992, Jean-Pierre Blanc, the general manager of Malongo met Father Van de Hoff in Mexico and this meeting with the founder of Fair Trade led Malongo to protect the farmers in the Third world. In 1995, a competition to find the best Young Coffee Professional was launched. This demonstrated Malongo's will to develop training programs on the subject of coffee in hotel schools.
A year later, the brand was taken on by major distribution outlets. This progression coincided with the creation of the 123Spresso concept and the creation of an export department.
- Fair trade
Max Havelaar, the Fair trade association to which Malongo belongs is an answer to the issues of exploitation, child labor, and poverty.
It provides:
•Fair wages for the workers
•Greater respect for the environment
•Safe working conditions
•Preservation of cultural values
The mission of Max Havelaar is to guarantee a better deal towards Third World Production. It contributes to sustainable development by offering better trading conditions and securing the rights of marginalized producers and workers, especially in the South. It aims to help producers in developing countries. Fair trade is an organized social movement and market-based approach.
