In 1988, in an effort to expand the distribution of fair trade products to mainstream retailers, a Dutch Alternative Trade Organization, Solidaridad, established a creative solution to increase sales while maintaining consumer trust. The organization created a label, called Max Havelaar, which guaranteed that the goods met certain labor and environmental standards. The label, first only applied to coffee, was named after a best-selling 19th century book about the exploitation of Javanese coffee plantation workers by Dutch colonial merchants.
As the Fair Trade movement continued to grow the idea of a certified label spread to other countries participating in the movement until most countries in Eurpope, the U.S. and Canada had established third-party labelling organizations. In 1997 these labelers created an umbrella organization, the Fairtrade Labelling Organizations International, with the mission to "set the Fairtrade Standards, support, inspect and certify disadvantaged producers and harmonize the Fairtrade message across the movement."
Today 20 independent labelling organizations are members of FLO, in the U.S. TransFair USA is the FLO certifying organization. These organizations certify an ever growing list of commodities including coffee, tea, sugar, fresh fruits, cocoa, rice and vanilla. These products are certified before they are imported into participating markets and are then given the right to use the Fair Trade label on packaging.