France’s largest retailer Carrefour is trialling a new brand of liquid milk designed in accordance with the votes of a panel of 6,000 consumers. The 1l cartons of UHT milk are going on sale this week in Paris and the French Alps, before rolling out to the chain’s 5,200 stores across the country next month.

Consumers were polled on the price they wanted farmers to be paid for the milk and a majority chose 39c/l, described as sufficient to earn a living and “allowing the producer to pay for a replacement when taking time off”. Only 3% voted for farmers to be paid at world prices, or 27c/l, described as “unprofitable”.

GM-free

Consumers also overwhelmingly opted for milk sourced in France, from cows spending at least three months out on pastures and fed GM-free feed grown within 100km of the farms.

As voters filled out the online survey, the resulting retail price updated in real time. Their final choice will cost 99c/l on the shelf, as opposed to 70c to 90c/l for unbranded milk.

The cartons feature large text stating “This milk pays producers a just price”, with the logo “Who’s the boss?” and the answer below: “The consumer”.

A small co-op in the lower French Alps that was already in talks with Carrefour to supply responsibly sourced milk was found to fit the bill, with its 51 members producing GM-free milk from cows fed from own-grown feed crops. An initial contract for 1.2m litres could turn into 7m to 10m litres if demand is in line with expectations, according to The Consumer’s Brand, the non-profit organisation behind the project.

The organisation will next poll for consumers’ choices to launch ranges of apple juice and pizza.

Read more

All co-ops increase September milk prices