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.