Will this French revolution spread, I wonder?
Carrefour recently gave French consumers a chance to vote on the price farmers should be paid for their milk along with other quality criteria.
A majority chose €0.39 a litre, compared with just 3% opting for the world market price of €0.27.
They also voted for milk produced in France, by cows allowed to graze on pasture for at least three months a year and fed with locally sourced GM-free feed.
The resulting UHT product rolled out nationally yesterday at €0.99 for a 1 litre carton, compared with €0.70–€0.90 for other unbranded milk.
The design says it all.
Big, bold capital letters out of bright red or blue say ‘this milk gives producers a fair price’. Underneath, the question ‘who’s the boss?’ is answered as ‘the consumer’s brand’.
Apparently, the revolution is coming to apple juice next.
© FoodBev Media Ltd 2019