Its origins lie in a simple question posed seven years ago when there was a surge in the number of farmers killing themselves because of falling prices and rising costs: would consumers be prepared to pay a few more centimes a packet if they knew the extra money would go towards ensuring a living wage for struggling dairy producers?
The answer turned out to be a resounding “yes” — so much so that C’est qui le patron? now sells not just milk, but more than 20 other food products from chocolate bars to canned sardines, frozen pizzas and apple compote.
The co-operative’s annual turnover has passed €100 million (£87 million) — not bad given that it has no shops or production facilities of its own, no advertising budget and a staff of only just over two dozen.
The French food market is perhaps €200 billion a year.
Premium brands exist in many markets……often niche but premium brands.