Without voluntary volume reduction, there is no way forward! At the Salon International de l’Agriculture (SIA) in Paris, EMB President Kjartan Poulsen and EMB Vice-President Boris Gondouin issued a strong warning about the dramatic escalation of the situation on the European milk market. Many farms are once again operating far below cost coverage and are increasingly facing an existential threat. This is not a sustainable model for Europe’s milk production.

The Swiss dairy market is facing its umpteenth structural crisis due to an increase in milk production following favourable weather conditions. The result: Switzerland reported a surplus of 5% in September, which increased to 10% by the end of 2025.

After his Olympic qualification, Belgian skier Armand Marchant decided to chart his own course, off the beaten track. Instead of only working with traditional sporting sponsors, he decided to partner with Fairebel – a cooperative owned by Belgian farmers known for its Fair Milk products.

This partnership does not follow the classic sponsoring model. It was instead a conscious decision by Armand Marchant, who wanted to highlight the work of Belgian dairy farmers as well as the values of Fairebel: community, proximity, transparency and respect for agricultural work. “On the slopes as well as in life, I believe in good work and mutual respect. Given the threat to Belgian agriculture from the Mercosur free-trade agreement, it was a no-brainer for me to support Fairebel. It is a way to show that sporting performance and responsible, local decision-making can go hand in hand”, explains Armand Marchant.

For Fairebel, this collaboration is also part of the cooperative’s efforts to build bridges between agriculture and other parts of Belgian society. “Armand isn’t simply sporting our logo. In fact, this partnership gives us the opportunity to talk about our farmers and tell their story at the highest international level. It is a unique intersection between elite sports and cooperative farming”, underlines Erwin Schöpges, founder of Fairebel.

Beyond sporting performance, this partnership sends a broader message: the importance of supporting regional Belgian initiatives and an appreciation for local producers on an international stage.

A few days before the opening ceremony of the Winter Olympic Games on 6 February, Armand Marchant is in the last phase of his preparation – the goal is to represent Fairebel’s values of cooperation and proximity at the pinnacle of sporting achievement.

About Armand Marchant

Armand Marchant is a Belgian skier from the Liege region and has qualified for the Olympic Games. In his sporting career, he aims to combine sporting performance with social impact by showcasing meaningful Belgian initiatives.

About Fairebel

Fairebel is a brand rooted in solidarity and fairness, created by the Faircoop cooperative. It ensures that farmers are adequately remunerated for their work and allows them to claim their space within the value chain.

Ribbon Agency, published on 23 January 2026

“Le champ libre d’Erwin” – podcast

Episode 7: Pascal Chabot on the topic of thinking through our crises

In this French-language episode of “Le champ libre d’Erwin”, Faircoop President Erwin Schöpges sits down with Belgian philosopher Pascal Chabot to unpack the overlapping crises of our time, from work and technology to the meaning of life, exhaustion, and societal pressure. Rather than offering ready-made solutions, Chabot suggests useful ways of looking at progress, performance pressure, our relationship with land, and the long view, in a conversation that stays grounded in farming reality while stepping back for perspective.

Moderator: Patrick Remacle

Host: Faircoop President Erwin Schöpges

Guest: Belgian philosopher Pascal Chabot

The European Milk Board asbl (EMB) strongly urges the European Commission and national governments to critically reassess the current developments surrounding the EU–Mercosur free trade agreement and to place the protection of farmers at the centre of their decisions.