Fair-price milk brand blossoms

Signal of change / Fair-price milk brand blossoms

By Geraldine Gilbert / 22 Feb 2017

A "Fair trade" style milk brand launched in France in 2016 is doing even better than expected, proving a hit with consumers. "C'est qui le patron" (who's the boss?) milk was launched by an anti-food-waste initiative "gueules cassees" to raise awareness of the desperately low farmgate price of milk in France. It's sold in several mainstream supermarkets. https://lamarqueduconsommateur.com/comment-ca-marche/ They've sold far more milk than expected, and taken on an additional 60 farmers into their new co-op of 80. http://www.connexionfrance.com/Milk-brand-Patron-fair-price-Chabanne-dairy-18893-view-article.html They're now looking to launch other products, where consumers and producers agree on a price together. As well as pricing transparency, which I'd love to see more brands doing.

Milk brand sales soar as consumers agree to pay extra to give farmers a fair price - The Connexion


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What might the implications of this be? What related signals of change have you seen?

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