C’est qui le patron ?!

The Consumer’s Brand

C’est qui le patron ?!

C’est qui le patron ?! is a brand created by consumers who want to become active participants in their food choices, from the design of a product through its production to its marketing.
Each product is designed through a questionnaire in which consumers choose the criteria that matter most to them and see the impact on price in real time.

Specifications for “C’est qui le patron ?!” Milk

“C’est qui le patron ?!” milk was the brand’s first product, and is certainly its most iconic, as it was created in response to the milk crisis that particularly affected producers in the Ain region. In 2016, they were selling their milk in Italy at a price of €200 per 1,000 litres, which was not enough for a farm to survive.

Through the questionnaire, consumers chose to pay producers fairly, and enough to allow them to take a week of vacation each year.

Recommended retail price,
voted by consumers:
€1.27 per litre

Responsible
and fair
approach
for
producers

540€

per 1,000 litres

Compensation that allows producers to live with dignity and enjoy their free time

Pasture

At least 4 months a year

On green pasture.

Feed

For cows outside of pasture

Guaranteed GMO-free, local forage, produced within 100km of the farm and promoting the presence of Omega 3

Origin

FRANCE

Produced by dairy cows, with no breed requirement

Charter

Good practices

Mandatory adherence to the good farming practices charter

The approach is validated
every year on farms

Validation “limits” have been set for each criterion.
If a criterion is exceeded, it is considered to be an area for improvement or non-compliant. The farmer must then implement the measures needed to become compliant again.
This is also an approach based on continuous improvement.
In addition to LSDH’s internal audits, 10% of participating farmers are evaluated each year by an external auditing firm.

What Is Fair Compensation for a Dairy Farmer?

It simply means being able to cover the farm’s regular expenses (bills, veterinary costs, taxes, etc.), being able to repay investments, and paying oneself a wage to live decently from one’s work.

The Success of
“C’est qui le patron?!” Milk

From its launch, the milk enjoyed unexpectedly great success for a new brand, thanks to the mobilization of farmers at points of sale, a Facebook page and extensive media coverage.

Consumers have shown strong commitment to the brand and regularly visit producers and processors to make sure the specifications are being properly followed.