The innovative economic model of Fair Milk is making waves. We presented the concept again during many interactions at the Paris International Agricultural Show (SIA). FaireFrance, the French Fair Milk brand that has been on the market for almost 13 years, is regarded with much interest. National media is also taking notice with more frequent features, especially on the eight o’ clock news on TF1 and France 2.

As difficult trade negotiations come to close in France, the Fair Milk model remains one worth emulating. It is quite simple: everyone receives the same farm-gate price, and the guaranteed producer remuneration reassures distributors and consumers who, in turn, also enjoy a fair price that is not necessarily much higher when compared with other products of similar quality.

In addition to being innovative in terms of price formation and the position of dairy farmers viz a viz other stakeholders in the value chain, the Fair Milk model also offers farmers, especially young farmers, long-term prospects with guaranteed remuneration. That is what motivated me to join and today, FaireFrance is a shining example because it clearly works. In 2024, we sold almost 18 million units of our products, which allowed us to pay 58 cents per litre to the participating producers.

The advantages of the Fair Milk model

FaireFrance, like the similar initiatives in Germany, Switzerland, Italy, Luxembourg and Belgium, adopts an innovative approach that places producers at the heart of the value chain. Thanks to this model, they are no longer mere suppliers of raw materials, they are real producers and traders. In this way, they interact directly with all links in the value chain: processors to make their products, large and mid-sized retailers for distribution, and, most importantly, consumers, who are at the end of the value chain and play a key role in the development of our model.

The FaireFrance experience of being at the centre of negotiations with each party allows us to talk about the challenges that producers must deal with and to create awareness among all stakeholders in the sector. It especially highlights the importance of fair remuneration for producers and fair distribution of profit margins among all players with the aim of fair and affordable prices for consumers. It is a win-win model that is beneficial to all.

Adrien Lefèvre, Board member of FaireFrance