They are the bosses.
While dairy farmers, tired of ever tougher negotiations, are attacking the giant Lactalis, alternative dairy product brands are being emulated.
Visiting the agricultural show, Agnès Pannier-Runacher, Minister Delegate to the Minister of Agriculture, cited as an example
“Who is the boss”
insisting on “
these models that work”.
Who's the boss?!, FaireFrance and Les 2 Vaches are regularly mentioned.
What are the recipes of these brands that make producers and consumers dream?
Who's the boss?!, when consumers set the price
During the agricultural crisis, blue milk cartons with big round eyes from the Who's the Boss?!
(CQLP) were once again in the spotlight.
Since the launch of the initiative in 2016, the economic model has been refined without ever deviating from its credo: specifications created by the consumer who respect the producers.
Eight years ago, the idea was born from a simple tweet.
At the time, 51 milk producers in Ain and Bresse were on the verge of bankruptcy, suffocated by excessively low milk purchase prices.
Nicolas Chabanne, serial agricultural entrepreneur, puts a questionnaire online with seven questions that asks consumers to indicate their priorities, for milk deemed
“good and responsible”
.
In two weeks, more than 5,000 people took part in the game. The price of the brick is set at 0.99 euros per liter compared to 0.69 euros for traditional market products.
The blue brick on which still appears the note
“this milk pays its producer a fair price”
is today sold for around 1.27 euros compared to around 1.06 euros for the milk of its competitor Lactel.
However, success is always there.
64.4 million liters of milk were sold in 2023. The brand goes further, and the big-eyed logo now appears on butter, apple juice or eggs, all products whose price is transparent and always set by a consumer panel.
FaireFrance, the producers’ initiative
Gabriel Attal is all smiles.
At the agricultural show, the young prime minister holds in his hands a carton of whole chocolate milk, a new product from FaireFrance.
Alongside them, Jean-Luc Pruvot, the president of the brand who, during the agricultural crisis, toured television sets to promote his model.
This simplified joint stock company was created in 2012 by 500 breeders from across France.
The objective?
“Take their destiny in hand by marketing FaireFrance fair trade milk, allowing them to be paid 45 cents per litre”
, insists the slogan on the brand's website.
45 cents is the price supposed to cover production costs before 2022. The brand's milk carton is sold for 1.24 euros in 8,500 stores throughout France.
To join, breeders must subscribe between 1000 and 5000 euros of shares in the company and give 2 to 5 days per year to participate in events in stores.
“The best salespeople are us
,” insists Jean-Luc Pruvot on several videos posted on social networks.
FaireFrance organizes more than a thousand events each year to meet consumers and gain acceptance of their higher than average prices.
The 2 cows, advantageous remuneration under conditions
Savante and Pipelette are two cows.
And not just any ones.
They are the two ambassadors of Les 2 Cows.
Present on the logo and in each brand communication, they highlight the brand's organic and fair trade commitments.
In 1983, the idea of an organic yogurt emerged in the minds of two Americans.
Samuel Kaymen and Gary Hirshberg then founded Stonyfield Farm.
Bought in 2001 by the giant Danone, the American concept of an organic yogurt produced on a large scale is exported to France under the Les 2 Vaches brand.
More than 15 years later, it has managed to find its place in the refrigerators of the French but also in the hearts of dairy farmers.
Since its launch, the brand has made a point of paying its suppliers a fair price.
In June 2023, the brand offered a new contract to its 50 Normandy milk producers.
In detail, it must cover the entire cost of milk production, whatever the hazards, such as inflation or the climate, while integrating a safety margin of 10%.
This five-year renewable contract makes it possible to secure a minimum average income of two minimum wage, whatever the economic situation and market prices, and also provides for seven replacement days per year for each breeder.
To hope to attract the lucky ones, however, dairy producers must meet demanding specifications.
The cows must spend 280 days a year in the meadow, 100% of their food must be organic, French and 90% produced on the farm.
To ensure compliance with these rules, each farm is monitored each year by an animal welfare audit.