Consumer cooperative commits to 8 sectors dedicated to fruits and vegetables

Since its inception in 2016, C'est Qui Le Patron? (CQLP) – a consumer cooperative – has made significant strides. Celebrating its 8th anniversary this year, CQLP has become a household name in France, thanks to its iconic blue milk carton. The cooperative remains committed to its mission of ensuring fair compensation for producers and has set an ambitious goal: prioritizing fruit and vegetable sectors by 2025. Eight new sectors are expected to join the initiative this September. Here's a look at the journey of this movement co-founded by Nicolas Chabanne, who previously pioneered the anti-food waste campaign for non-standard fruits and vegetables with Les Gueules Cassées. Today, CQLP stands as a beacon of hope for countless producers.

Beyond milk, CQLP also offers products such as eggs, butter, potatoes, cream, fromage frais, free-range eggs, apple juice, flour, honey, and chocolate.

From the 2016 Milk Crisis to the Leading Blue Carton

The cooperative emerged in 2016 amidst a dire milk crisis. "Back then, around 80 dairy farmers in Bresse (Ain region) were supplying their milk to an Italian company for mozzarella production at a mere 26 cents per liter," explains Elsa Satilmis, Innovation Director at CQLP. "Farmers needed at least 35 cents per liter to make a living, resulting in daily losses of 120 euros. Martial Darbon, then-president and producer, took matters into his own hands, distributing flyers in local supermarkets for help. One flyer reached the manager of Carrefour Market in Vonnas, who was moved by this plea and reached out to Nicolas Chabanne to assist the farmers. The key question was: 'How much does a producer miss out on per milk carton?' The answer: 8 cents. A small increase consumers were willing to pay to ensure fair producer income."

On the right: Nicolas Chabanne / ©CQLP

The bet proved successful, as CQLP's semi-skimmed milk carton is now the top seller in France (excluding private labels). "It has rallied the entire dairy industry, becoming the benchmark," Elsa notes. Despite initial skepticism during a time of intense price competition, the secret to CQLP's success lay in transparency—displaying the cost breakdown on each milk carton—and in fostering consumer solidarity.

Today, CQLP counts 15.1 million consumers, including 15,375 active cooperative members (as of 13 November 2024), who vote on product specifications and ensure adherence. The cooperative boasts the best-selling semi-skimmed milk in France, two of the top organic butters, the second best-selling whole milk, and the third best-selling six-pack of free-range eggs. Remarkably, it is also recognized as the leading new brand of the past decade (according to Nielsen rankings) / ©CQLP

Expansion to Fruit and Vegetables: 8 New Chains Join CQLP

Though CQLP initially hesitated to venture into fruit and vegetables—an early trial with strawberries was halted due to limited capacity—the cooperative introduced a solidarity label in March 2024 following requests from producers. This initiative, initially focusing on endives, asparagus, and apples, was sparked by Chabanne's visibility during farmer protests advocating for fair producer compensation. The principle is straightforward: when stores purchase produce at fair prices, producers label the items to inform consumers that they support fair wages. This initiative, tested in numerous French stores, quickly gained traction.

Right: the solidarity label / ©CQLP

The results were resoundingly positive: producers reported increased sales. However, feedback suggested that the label, while effective, lacked visibility and clear association with CQLP. Responding to consumer-member demand, CQLP plans to integrate 8 new products into its approach by the end of 2025: apples, pears, kiwis, cherries, onions, carrots, leeks, and cucumbers. This list is subject to updates by CQLP.

"Unlike standardized milk," Elsa explains, "pricing and defining specifications for fruit and vegetables is more complex. These perishable products are affected by weather and seasonal price variations. We focused on the most widely consumed and produced items for selection." The next challenge involves adapting the blue label for bulk produce. "We're exploring how to make this work with retailers, understanding shelf space allocation and support strategies," Elsa adds.

"They Saved Our Lives": How CQLP Became the Producers' Last Hope

CQLP has become a refuge for producers facing dire circumstances. As the cooperative celebrated its 8th anniversary on October 15th, with producers, members, and distributors in attendance, it launched a manifesto titled "Who Decides? We Do." The document highlighted that by 2024, 96% of farmers felt hopeful about the future, and not a single farm under CQLP had shut down, even as 27 farms close daily in France.

"For this manifesto, we revisited original producers to assess CQLP's impact. Their testimonials confirm that consumer support has transformed their livelihoods, with many stating, 'They saved our lives.'"

CQLP's fair compensation model involves collecting detailed production cost data and conducting consumer surveys to determine final product prices, which consider criteria like remuneration, organic certification, local sourcing, and packaging. Products are voted on for 2-3 months, with up to 21,000 responses for some items. Specifications are drafted once a survey is approved. CQLP takes 5% of the final price for operational costs, including member oversight. Membership costs 1 euro, giving members voting rights and the chance to participate in producer visits and retailer meetings.

Event on 15 October in Paris / ©CQLP

The Essential Role of Retailers
CQLP's success wouldn't have been possible without the public backing of French retailers. Early on, Leclerc pledged significant support, and within months, 50% of its stores stocked CQLP milk. Supermarket endorsement remains vital. Thierry Cotillard, Chairman of Les Mousquetaires (Intermarché), recently affirmed this commitment on LinkedIn, asserting that negotiations with dairy manufacturers would only proceed once agreements with producers were in place. During the October 15th event, Carrefour, Leclerc, and Intermarché reaffirmed their support for CQLP, following an initiative led by television presenter and member Karine Le Marchand.

C'est Qui Le Patron? general meeting.

For more information:
Elsa Satilmis
C'est Qui Le Patron?!
The Consumer Brand
[email protected]
cestquilepatron.com