“The fate of the producers is ours,” explains its founder Nicolas Chabane.

Created in 2016, the brand “Who’s the Boss?” Empowers consumers to pay fair prices to producers. Its flagship product, the blue and white milk carton, is today the best-selling carton in France, with over 100 million liters produced.

“Who’s the boss?” East “The first brand created by consumers, explains its founder Nicolas Chabane. We stand in solidarity with the producers. We want them to benefit before our money. Because they feed us, we help them survive and feed themselves.”

The project was born in 2016, “For this customer cooperative, too direct, too emotional, too far from business strategy” Adds Nicolas Chabe. To set the price, “The idea is to start with the price the producer needs, to pay him a fair price. And so our offer is not communication or marketing.”

The best-selling milk carton in France

Faced with the growing number of farmer suicides, Nicolas Chaban asked himself a question: “On one liter of milk, how much money is the producer short?”

Initially, the average income required by the producer was 39 euro cents per liter of milk, then due to the war in Ukraine and inflation, it has increased to 54 cents today. This means that a carton of the brand’s milk has risen from 99 cents to 1 euro 27. It is not the cheapest, but it is still leading in terms of sales.

Success is indeed there. This brick has been the best selling brick in France for three and a half years. “The first year the target was to produce 5 million litres, we made 33.66 the next year and today more than 100 million liters per annum. “Who’s the boss?” explains the founder of

The cooperative has been alerting politicians for two years

Did Nicolas Chabain predict that the farmers’ protest movement was coming?

“It’s beyond this”He accepts. We have been appealing to the political world every month for two and a half years. These people who feed us are necessary, we cannot negotiate with them. The fate of the creators is ours.”