In 1988 the Max Havelaar Association was formed in Holland to ensure more equitable trade and profit sharing when dealing with small growers in third world countries. CoffeePride subscribes to this idea of "an Equitable Trade" which guarantees several principles for the small producers:

• To buy coffee directly from co-operatives of small producers, in order to avoid intermediaries.
  
  
• Protecting them from the fluctuations of price levels in the world market by repurchasing harvests at a guaranteed minimum price, and by remunerating them, even in the event of price declines.
  
  
• Pre-purchase harvests in order to reduce debt and to allow growers to develop without constraint.
  
  
• Provide security with a guarantee of long-term contracts and an insurance of regular distribution outlets which allows for the maintenance of local activity.