Carrefour : Stakeholder consumers – Consumers create their own products and decide on their prices themselves

First step: milk

Exclusively at Carrefour stores in Paris and in the Rhône-Alpes region, then in our 5200 stores from 2 November.

How can consumers' expectations be met while at the same time guaranteeing fair remuneration for producers? That's the idea that Nicolas Chabanne had, founder of the Gueules cassées ('Ugly Mugs') collective - a charity set up to tackle food wastage, and our partner for the 'Tous Antigaspi' brand that was launched in 2015 for cheeses and cereals.

A questionnaire was sent out over the summer to a panel of 6000 consumers, asking them how much they would be prepared to pay for a standard carton of milk. Results of the consultation: €0.99, guaranteeing the producers payment of €0.39.

Thus was born the first product in the Consumer range (the slogan of which is 'Who's the boss!'), a product created by and for consumers.

Consumers also voted on the specifications for the milk's production: milk from cows fed without GMOs, and on local fodder, which are put out to pasture between 3 and 6 months per year.

51 dairy producers forming a cooperative will supply this milk which will be sold exclusively by Carrefour starting 1 November. If the products prove successful, the collective will consider extending the brand to include other products, such as yoghurts, for example.