A brand called C'est Qui Le Patron (Who's the Boss) has been established by retailer Carrefour, after carrying out a survey to see if consumers were willing to pay more to support farmers.

The development of the brand gives farmers more direction from customers and in turn more money for their produce.

Milk production

A few months ago, via a survey, 5,300 Belgians decided on several criteria for the milk they wanted to buy under the brand. This included a correct remuneration for the producer, the milk being collected in Belgium, cows being at pasture for at least a third of the year, fed without GMO and with food favouring milk rich in Omega 3.

In February 2018, the milk producers who joined the initiative were paid 41c/l - 9.4c/l above the Belgian market price (31.7c). The milk comes from the cooperative CoFerme, located in the Chimay region. It is a cooperative of 175 Belgian producers of whom more than 50 already meet the specifications decided by the consumers.

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