Dairy farmers have always joined forces and joined cooperations to valorise their milk. Still, being member of a cooperation is no guarantee for a fair milk price. Most large cooperations are run by non-farmers and only at the highest level a limited number of large farmers have some influence on the decisions made. Fairecoop started a new cooperation managed by farmers and for farmers, focused on a fair price for local farmers. They buy milk from the members and process it to end products that are sold in regular retail stores under the Fairebel brand. Note that not all members of the cooperation actually supply milk to the cooperation. The cooperation negotiates with the retailers and aims to obtain a fair price for the end product so that every actor in the supply chain can get a fair income. For every liter of milk sold the supplier receive a premium of 0,1€.
Main results / outcomes
The cooperation is owned by farmers, but they also connect with consumers. Firstly, via their products, the farmers promote the Fairebel brand by telling the story. Secondly consumers can also buy (limited) shares in the cooperation.
Faircoop introduces a cooperation that is owned by farmers. At the same time, they attempt to bridge the gap towards consumer via their own brand. There is definitely a potential to scale up. They started their cooperation with milk, then dairy products and later also fruit and meat became part of the project. There is also a potential to replicate Faircoop since it’s part of the European Milk Board (EMB).