The German Fair Milk stepped into the new year with good momentum. The last few months have shown that our concept continues to resonate at trade fairs, in stores and directly with consumers. Be it in Berlin, in PENNY markets, in new stores from the Bünting Group or most recently in Aachen: our Fair Milk is gaining visibility and, at the same time, is setting the tone for more fairness in the dairy sector.

Our annual kick-off event in Berlin gave us a double push. The International Green Week celebrated 100 years with massive international interest, high-ranking political guests and a strong focus on the future of farming and food. But for us, this fair was a lot more than a big sectoral meet-up: Die faire Milch has been a fixture in the North Rhine-Westphalian Hall for many years now. And this year as well, crowds thronged to our revamped stand. We had innumerable conversations with visitors, trade experts and policymakers, we presented our products and gave many people a taste of Fair Milk through samples. The fact that we were almost out of samples and promotional material towards the end of the fair speaks for itself.

This was coupled with a particularly important signal thanks to our collaboration with PENNY and Fair Food eG. After launching this pioneering tripartite agreement in German grocery retail in October 2024, the cooperation remains consistent. As of March, young gouda in slices is also available under the Lindenhof brand in PENNY stores across Germany, and it follows the same principles as our joint long-life milk that has already been on shelves. For us, this is not simply about highlighting a product; it is, above all, about the underlying model: transparency in the value chain, a cost-covering milk price as the basis for calculations and collaboration where producers, distributors and retailers are on equal footing. That is the very strength of this approach. It shows that fair and transparent contracts are possible even in the discount grocery sector.

There are positive developments on the product listing front in northern Germany as well. As of early this year, Die faire Milch is now present in many famila and Combi markets of the Bünting Group with two types of long-life milk. To begin with, our products will be sold in about 80 stores in Lower Saxony and North Rhine-Westphalia. This is strong recognition for the value of a fair, responsible dairy sector. This development also demonstrates that the work of our programme participants on the ground is a game changer: it is difficult to imagine coming this far without their contribution. Now it’s time to build on this presence with actions in the region and directly in stores.

Our first time at the EUREGIO trade fair in Aachen clearly demonstrated that direct contact remains essential. For nine days, from 7 to 15 March, we welcomed visitors to our stand, presented our products and talked to people about a fair dairy sector. Such encounters are especially valuable for us. At the end of the day, Die faire Milch is not just about selling good products; we also want to showcase what we stand for: fair prices, transparency and the future of farming. That is exactly the path we will continue.

Die faire Milch

Since its creation, Fairebel has had a clear mission: ensuring fair remuneration of milk producers while providing consumers with quality products from local, responsible farming. Today, we have taken the next important step in expanding our product range by introducing fair cheeses. This development aligns with our goal to respond to the expectations of our growing customer base, looking for meaningful products that ensure transparency and quality.

The European Milk Board was, once again, at the Paris International Agricultural Show to catch up with friends at the Fair Milk stand, and we can only confirm: Fair Milk from FaireFrance has that special something! Many thanks to our French colleagues!