With our partner Salesforce, unify sales, marketing and customer service. Accele your growth!
We are closing this special week dedicated to the AGTECH and innovation in the agricultural sector by who the boss? there the best -selling food brand among those created in the past decade. Bati success on a cooperative that operates without shareholders, without dividends and without possible redemption, guaranteeing the sustainability of its commitment. Each member pays one euro for life and participates in strategic decisions.
A brand that wants to offer just remuneration to agricultural producers
The French agrifood sector faces constant pressure on prices, forcing producers to operate with reduced, or even insufficient margins to ensure the viability of their exploitation. Traditional circuits, dominated by large distribution and industrialists, limit the redistribution of added value, leaving farmers in a situation of economic fragility. This model leads to dependence on subsidies, a drop in agricultural vocations and, ultimately, a threat to French food sovereignty.
Faced with this reality, consumers express a growing desire to support a more equitable and transparent diet. In France, responsible consumption is progressing, with a marked preference for short circuits and products guaranteeing just remuneration of producers. However, the offer remains fragmented, and the alternatives accessible in large distribution remain limited.
An innovative cooperative model: Founded in 2016, “Who is the boss?! »» reinvents the relationship between producers and consumers by establishing a democratic cooperative model. Unlike conventional agrifood companies, the cooperative is based on a system of participatory governance : Consumers decide by voting products to market and criteria guaranteeing just remuneration for producers.
Each product sold brings in it a clear commitment: guarantee sufficient price to ensure the sustainability of farms. The initiative, which started with milk, spread to eggs, canned people and, from 2025, to fruits and vegetables, with a first launch on the cherry.
With 16 million consumers involved and a presence in all of the French areas, “Who is the boss?! Is today the the best -selling food brand among those created in the past decade. The cooperative operates without shareholders, without dividends and without possible redemption, guaranteeing the sustainability of its commitment. Each member pays one euro for life and participates in strategic decisions.
The opening for the sale of fruits and vegetables in 2025 marks a new step that we wish them.
