The following content originally appeared in issue 66 of Dairy Innovation, which you can subscribe to here.
Based in the Walloon area of Belgium and acting as a co-operative for 550 dairy farms,Faircoop has developed Fairebel, representing unity and fair-trade. This new brand is growing from strength to strength as it gives these farmers respect and enables them to receive a fair price for their produce. Dairy Innovation interviewed president and project leader Erwin Schöpges.
Where does Fairebel sit in the Belgian and European dairy sector?
The co-operative was established in October 2009 (following the major European dairy crisis) and the first product (semi-skimmed milk) was launched in April 2010 on the Belgian market. During the first year we sold 800,000 litres. In 2015 with five products in all major Belgian distribution channels, we achieved a sales volume of 8000,000 litres.
We are the only Belgian brand on the market; all the others are either distributor trademarks or foreign industrial brands (Dutch, France, etc.). Our co-operative is managed by members of the board. We have just one full-time employee and one person working part-time to manage the daily tasks.
Why operate under the Fairebel name – are you are Fairtrade Organisation or Farmer Co-operative? – What was the original thinking behind the brand?
We decided to create our own brand ‘Fairebel’ which has various meanings: ‘to make’ and ‘Belgian’ or to be ‘equal and ‘Belgian’ or ‘to be a rebel and escape the traditional system.
Our main objective is that all the stakeholders in the chain are paid correctly and that we are trustworthy partners. These stakeholders include: the organiser, the group itself which needs to apply a fair price margin, not too high and not too low and the farmer who gets a fair price (to cover production costs and a decent remuneration for his work.
We make sure that the Fairebel name is highly visible and present in all signs and labels. We have a long and hard road ahead, but our success so far proves that we are on the right track and that many consumers are supporting us in this effort to save family farms, respect the environment and animals and consume fairly priced milk products.
What is Cowfunding?
It is important for us that Fairebel demonstrates that we have a new vision: we don’t see our local citizens just as consumers who buy our products and support us. We want to go a step further. These supporters can become a member of our co-operative and purchase shares, called ‘shares B’ (consumer share). A share has a value of 50 euro and the consumer can invest a maximum of 500 euros. At the end of the financial year he receives this dividend not in cash but in the form of vouchers for Fairebel products. It is very important for us to create a true partnership between farmers and consumers.
What range of products do you sell?
Our biggest seller is semi-skimmed milk in one litre cartons. We also sell the original whole milk with a fat content between 3.8 and 4.4 also in 1 litre cartons. Another popular product especially for children is our chocolate flavoured whole milk in 33 cl format.
We also sell organic milk-based ice cream in vanilla – pure milk – ‘dame blanche’ or sundae flavour in 1 litre containers. Finally we sell soft cheese made from grass fed cow’s milk in 200g and 150g cubes variants.
What is your latest innovation in terms of New Product Development?
Our newest move is the GM free grass fed cow’s milk cheeses, with high specifications, ensuring that 80% of the cows’ diet is grass during both winter and summer. Also the cows stay permanently outside to graze, they are not just just let out for a short stroll.
In terms of packaging you have recently made the move into Tetra Pak – what is your ethos here?
We chose the Tetra Pak ‘Prisma’ aseptic carton option. A packaging that does not exist anywhere else on the Belgian market, which is very beautiful and very pleasant to use for the consumer. We use this for our 1litre and 33cl formats.
Where do you see most growth?
We believe there is room for more sales growth and further increases in sales volume as our products are of very high quality and have an excellent taste. This growth is possible for both large and small format. But we will not be lowering the sale price or doing special promotions on the product (such as buy 6 litre and get 2litres free) because we are a fair trade project and it is with this philosophy tha new sales channels, but often this requires a reduction in price and that is something on which we will not compromise.
Of which of your most recent products are you most proud?
We are most proud of our packaged whole milk original as it is the closest product to the milk produced on our farms. This is part of our philosophy to give the authentic taste of our products to our consumers. The second product we are delighted with is our GM free grass fed cow’s milk cheese because part of our project is to support cows grazing.
You recently had the chance the meet the Pope. Can you tell us more about it?
We met the Pope to gain his support for traditional and familial agriculture. Also to garner worldwide attention to help prevent food waste and prevent overproduction and super profit for the multinational companies. We also wish to show to the political and economic world that such ultraliberal practices are actually bad for society. Of course we gave the Pope a basket containing our Fairebel as a gift.
What are your plans for 2016 and beyond?
For 2016 we want to stabilise the co-operative and increase sales volumes to 10 million litres. We also want to expand our product range. We will be finalising a project with our farmers friends in Burkina Faso and launching a small dairy farm there that has been equipped with funding from Fairebel. Looking further ahead we still have plenty of ideas for projects that we will present in the future, but it will take time. Keep an eye on us!
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