Making coffee okay

The Ahold Coffee Company teamed up in 2007 with Albert Heijn and Ahold subsidiary Schuitema to launch Café Oké, a new brand of Fairtrade coffee. Developed with Solidaridad, a group that focuses on programs that promote social justice, the brand carries the seal of approval from the Max Havelaar Foundation, which launched the world's first Fairtrade certification mark in 1988. Café Oké is one of a number of initiatives by Ahold companies to help increase the market share of Fairtrade coffee products and address concerns in the coffee supply chain. The introduction of Café Oké is expected to help double the market share of Fairtrade coffee in the Netherlands in the next few years from a current market share of 2.5%-3%.