As many of you know, the European Milk Board (EMB) was created more than fifteen years ago to denounce the end of milk quotas in Europe. In parallel, the EMB proposed other solutions to maintain a regulatory system of some kind that is necessary in order to avoid overproduction and to ensure decent prices (see proposals of our MRP – Market Responsibility Programme).

In our opinion, these milk quotas simply needed a refresh to improve their effectiveness and thus equity among producers in each European country. The EMB decided to tirelessly lobby European policy-makers as well as our cooperatives, the industry and farmers' unions (especially large ones) that, of course, shoulder a major responsibility regarding this issue. In the beginning, our objective was to work on policies with policy-makers, and that is something we continue to pursue.

But the liberalism that has taken control for decades now among many of our stakeholders makes it very difficult for us to gain headway with our ideas. We believe that they are essential to ensure a future where producers are active all across Europe and can make a decent living from their work, supplying quality milk to consumers and dutifully safeguarding the environment.

Very quickly at the EMB, and since the beginning of our actions, we engaged in debate and disputes with many of our detractors and have developed the concept of Fair Milk in many countries. Simply put, our objective was to link the largest possible number of producers in every country, in a North-North fair project, in order to have a wide range of milk products that are sold at a decent producer price in every shop.

As active producers for decades, we can attest to the fact that the situation has severely deteriorated when it comes to producer remuneration. I am purposely talking about remuneration and not turnover. If only many of my fellow dairy farmers would take note! I insist on this because it is absolutely essential and the root cause of everything!

The objective of Fair Milk is to take back control of the added value generated by us and that has been taken, even stolen from us for too long. In short, we need to go back to being peasant farmers – that both produce and sell. In this way, our power and our strength will increase exponentially, especially if we all align with the same ideas, the same prices, the same brand – all at a national scale. What we need is short supply chains at national level!

But in order to guarantee longevity, sustainability and most importantly equity, this brand must belong to the farmers themselves. Otherwise, we would be back to what we have always experienced with our large cooperative dairies and their cursed private supply chains, or worse yet, what we have to deal with in France – a clever little businessman that appropriates our concept by signing some contracts with farmers who, like many, are looking for added value. However, over time, they see things for what they are and simply end up losing out due to additional intermediaries only interested in profits for themselves and their businesses. But we know well that this does not work, least of all for the farmers!

The brand must belong to farmers because it gives them ownership, they feel it, they live it, they make it buzz, and no matter where they are, they will promote it without even thinking about it. This is already the experience of the hundreds of farmers who have created their Fair Milk brands, but we would like to take this concept to the next level by multiplying the number of members by hundred, by thousand, or by the total number of farmers and beyond! By adopting the concept of Fair Milk, farmers essentially gain autonomy over their farms. In this way, they are no longer the third wheel when it comes to generating value from their own production.

Regulating production across Europe with good distribution of volume by country and by farmer, and joining the ranks of national Fair Milk projects en masse: these are two key steps to ensure that in future, we will see young people joining dairy farming in large numbers and that, finally, dairy farmers will be happy to be part of this sector.

In terms of reinforcing the strength of farmers – and unfortunately, it is practically non-existent today – being an active member of Fair Milk projects allows farmers to not only regain the added value on their milk and thus financial autonomy. It also gives them an opportunity to meet many consumers at events in stores or during trade fairs. These contacts allow farmers to talk about the problems they face as milk producers as well as to present solutions to all the challenges (economic, environmental, public health, etc.) they can be up against in their work. This gives us a chance to explain to the public and to policy-makers how important it is to treat farmers well.

There is no doubt that for an organisation like the EMB, having a large number of farmers that are part of Fair Milk projects gives them legitimacy, economic momentum, a kind of notoriety, and it opens doors that we felt were impenetrable, for example, being able to have discussions with policy-makers, processors and retailers. Working with and building on Fair Milk – that is the ability to give policymakers a wake-up call and to create a fairer sales model that is a win-win situation for producers, processors, retailers and consumers.

We are not delusional; we just know that this concept already works in countries where motivated farmers have rolled up their sleeves. I have just one constant message: we need to have a Fair Milk project in all countries so that we can be stronger together, and so that the world of trade becomes fairer in the future. At the EMB, we represent the dairy sector but other organisations can also follow suit and take up this concept in other areas.

Come on, let's talk to those around us, let's get our heads together and make it a reality! The first farmers who set off on this magnificent adventure are happy to help.

Boris Gondouin, EMB Executive Committee Member from France in charge of Fair Milk