Launched in 2016, the collaborative brand ‘C’est qui le patron?!’ is gaining more and more attention. We started with milk, now we’re introducing pizza and apple juice. The principle remains the same: consumers decide on quality standards and set the price themselves.


A new generation of fairly made products

This approach aims to better pay all producers and actors in the French food chain by encouraging consumers to establish their own production and price standards. By showing the enthusiasm in France for this brand, Nicolas Chabanne (already the head of the ‘fruit and vegetables’ group) started a national campaign for more fairly made French products on store shelves. After the milk launched last November, new products have been introduced on the collaborative platform: a pizza made by Pizza de Manosque in the south of France and an unfiltered apple juice packaged by Jus de Fruits d’Alsace in Sarre-Union.


More power to consumers

These two products are the result of a vote by 20,000 Internet users who answered a voluntary online questionnaire on La Marque du Consommateur’s website. For example, the wood-fired pizza uses Emmental Grand Cru Label Rouge because most consumers agreed to pay a little more for this high-quality ingredient. A consumer who contributed to the milk was interviewed this weekend by Journal Télévisé on France 2: “When we completed the questionnaire, we had an impact. We’re no longer passive consumers, we’ve become useful.”


A brand that serves a purpose

Good, healthy and fairly made: this is the promise made by the consumer brand. It is important to reduce time spent scrutinising labels on the shelf when deciding on what products to purchase. Consumers are also able to see to the distribution of the price between the various actors involved in creating the product.

The number of consumers invested in co-designing is still limited, but there are already many who prefer these products. For example, our brand’s milk makes up ¼ of milk sales of Carrefour Ecully in le Rhône.

20 new products are expected to be released in 2017, including yogurts, eggs, ground steak, stewed fruit, and flour.