Faircoop – a Belgian co-operative – describes itself as follows:
Our mission is to enhance all the milk activities of our members within the structure of a fair pricing system.
Our objective is to sell to large retailers milk products under a common brand belonging to the agricultural sector, ensuring a satisfactory remuneration for all the participants of the chain.
In practical terms, the role of the co-operative will be limited to the logistics of the business, the marketing and the negotiations with buyers. The supply and packaging of the milk will be handled by the existing operators.
The same approach is planned for the French market: Faircoop will handle marketing and is currently looking for a co-operative or private set-up to look after bottling ... it remains to be seen if the "average" Frenchman (who as we all know does not exist!) will be ready, in these times of crisis, to pay out more to provide better revenue to other Frenchmen. The last review I ever did about this very subject goes back now 6 or 7 years. At that time, the answer was "no". Maybe our countrymen will be ready to do so today. Watch this space!...
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