Magasin du Monde

Magasin du Monde (commonly referred to in the plural as Magasins du Monde) is a Swiss fair-trade retail movement and non-profit association operating 35 points of sale across French-speaking Switzerland (Suisse romande). The movement is federated by the Association romande des Magasins du Monde (ASRO), which describes itself as a non-profit association with a mission of information and awareness-raising. Its stated mission is to build fair relationships between producers and consumers, to sensitize the public to the issues of international and local trade, and to advocate for fairer rules. The shops are not only points of sale but also places of encounter and information. The movement traces its origins to the early 1970s, when activist groups in French-speaking Switzerland began holding sales and awareness stands at local markets. In 1973 these groups coordinated their action at the regional level and adopted the common name "Magasins du Monde." The first six shops opened in 1974 in Geneva, Lausanne, Neuchâtel, Nyon, Bex and Le Locle, and in July of that year the movement constituted itself as an association. The founder is identified as Théo Buss. The association celebrated its 40th anniversary in 2014 and its 50th anniversary in 2024. Magasin du Monde sells fair-trade products sourced from a network of producer partners in Africa, Asia and Latin America. The official website lists producers such as TARA Projects (India), CRC (India), Gebana, olive oil producers in Palestine, Raymisa (Peru), Kagera Cooperative Union (Tanzania), Fairafric (Ghana), TerrEspoir (Cameroon), Zongo Art (Burkina Faso), Green Net (Thailand), El Ceibo (Bolivia) and EMA (India). The assortment historically included Tanzanian instant coffee "Ujamaa" and jute bags, and today spans food and craft products. The association emphasizes a guaranteed minimum price that provides producer families and associations with higher and more stable incomes. Beyond retail, ASRO runs information and awareness campaigns supported by development cooperation structures of several cantons. Campaign themes have included jute versus plastic (1981), the launch of Max Havelaar coffee (1992), women's empowerment (2016), coffee producer precariousness (2018–2019), trade and climate (2021–2022), and the 50th anniversary campaign "Autrement depuis 50 ans" (2024). The movement is linked to Artisans du monde in France and Oxfam-Magasins du monde in Belgium, with which it organizes joint campaigns and events around fair trade. Magasin du Monde is a volunteer-driven, non-profit movement. It is not a listed company and has no parent corporation; it is owned and governed by its association. Its operating market is French-speaking Switzerland, where it maintains 35 shops. The association also publishes a journal and accepts donations and gift voucher orders to support its work.

The fair-trade movement in Switzerland emerged in 1968 under the slogan "Trade, not aid," launched during the United Nations Conference on Trade and Development (UNCTAD). Producers from the Global South demanded real trade rather than humanitarian aid. In the same year, the Declaration of Berne (now Public Eye) was formed, from which the Magasins du Monde directly originated. The first "third-world shop groups" appeared in 1971, following the interconfessional Switzerland/Third World conference in Berne in November 1970 and reflection weekends organized by the Action commune Tiers-Monde in Lausanne. From January 1973, these groups coordinated their action at the French-speaking Swiss level. A few months later, they adopted the common name "Magasins du Monde." In 1973, the Magasins du Monde imported, in partnership with other Swiss organizations, UJAMAA instant coffee from Tanzania, entirely processed in a Tanzanian factory. The first assortment also included jute bags. In 1974, the first six Magasins du Monde opened in Geneva, Lausanne, Neuchâtel, Nyon, Bex and Le Locle. In July of the same year, the Magasins du Monde constituted themselves as an association. The founder is identified as Théo Buss. The association's goals, detailed in an information document, included aiming for a fairer sharing of gains and wealth, considering the poorest as partners, maintaining direct contact with producers, paying a fairer price, offering transparent price breakdowns, taking more responsibility in economic and social life to promote a new world economic order, and not going against food crops. These goals were developed and refined in 1998 in the Charter of the Magasins du Monde. Initially, the Association romande des Magasins du Monde (ASRO) itself practiced importation, set producer selection criteria, and established long-term partnerships. It adopted the slogan "for fairer trade." On 22 June 1977, Swiss aid organizations created the import company OS3 (today Claro fair trade AG), an import and information center for goods from developing countries. OS3 took over imports for the Magasins du Monde and remains their main supplier. The association has since approved several other importing structures from which shops can order items. On 10 May 1995, the Magasins du Monde organized, with the Declaration of Berne (now Public Eye), an action on the Federal Square in Berne to protest against the introduction of a federal standard on chocolate. On 11 May 1996, the 2,500 Magasins du Monde in Europe organized the first European day of Magasins du Monde at the Palais des Nations in Geneva, uniting efforts to intensify their call for fair trade. In 2014, the umbrella association (ASRO) celebrated the 40th anniversary of the movement. For the occasion, Swiss artists Plonk and Replonk created the poster and a show toured French-speaking Switzerland. The year 2024 marked the 50th anniversary of the association, celebrated with the campaign "Autrement depuis 50 ans."

• 2024

  50th anniversary of the association, celebrated with the campaign "Autrement depuis 50 ans."

• 2021

  Campaign on the close links between trade and climate, opposing the Black Friday phenomenon.

• 2018

  Biennial campaign "En grains, sinon rien !" / "Qui cultive ton café ?" alerts on the precariousness of coffee-growing cooperatives.

• 2016

  Campaign "100 % de chances aux femmes" highlights decent work as a lever for women's empowerment; Indian economist Roopa Mehta visits Switzerland.

• 2014

  Umbrella association (ASRO) celebrates 40 years of the movement; artists Plonk and Replonk create the poster and a show tours French-speaking Switzerland.

• 1998

  Goals developed and refined in the Charter of the Magasins du Monde.

• 1996

  On 11 May, the 2,500 Magasins du Monde in Europe organize the first European day of Magasins du Monde at the Palais des Nations in Geneva.

• 1995

  On 10 May, with the Declaration of Berne, organize an action on Federal Square in Berne against a federal chocolate standard.

• 1992

  Magasins du Monde take an active part in the launch of Max Havelaar coffee; later distance themselves from the label.

• 1981

  Campaign "Du jute au lieu du plastique" ("Jute statt plastik") encourages products good for producers, the environment and consumers.

• 1977

  Swiss aid organizations create the import company OS3 (today Claro fair trade AG), which takes over imports for the Magasins du Monde.

• 1974

  First six Magasins du Monde open in Geneva, Lausanne, Neuchâtel, Nyon, Bex and Le Locle; in July the movement constitutes itself as an association. Founder: Théo Buss.

• 1973

  Groups coordinate at the French-speaking Swiss level and adopt the common name "Magasins du Monde"; import UJAMAA instant coffee from Tanzania.

• 1971

  First "third-world shop groups" appear after the interconfessional Switzerland/Third World conference in Berne and reflection weekends in Lausanne.

• 1968

  Fair-trade movement appears in Switzerland under the slogan "Trade, not aid"; Declaration of Berne (now Public Eye) is formed, from which Magasins du Monde directly originate.

Non-profit fair-trade retail network and awareness movement in French-speaking Switzerland, emphasizing solidarity, guaranteed minimum prices for producers, and advocacy for fairer trade rules.

• UJAMAA instant coffee from Tanzania

  One of the first fair-trade products sold by the Magasins du Monde, imported in 1973 in partnership with other Swiss organizations and entirely processed in a Tanzanian factory.

• Jute bags

  Part of the first assortment of fair-trade products sold by the Magasins du Monde.

• Fair-trade coffee

  A core product category, sourced from producer partners such as Kagera Cooperative Union (Tanzania) and others.

• Fair-trade chocolate

  A product category subject to awareness campaigns and advocacy, including the 1995 action against a federal chocolate standard.

• Craft products

  Sourced from producer partners such as TARA Projects (India), Zongo Art (Burkina Faso) and others.

• Olive oil from Palestine

  Sourced from olive oil producers in Palestine, listed among the producer partners on the official website.

1. 1Magasins du Monde – Solidaires au quotidienmdm.ch
2. 2Histoire – Magasins du Mondemdm.ch
3. 3Magasin du Monde – Wikidatawikidata.org
4. 4Magasins du Monde – Wikipédiafr.wikipedia.org