C'est qui le patron ?! milk

C'est qui le patron ?! (literally "Who is the boss?!") is a unique French consumer-led brand established in 2016. The initiative was founded by Nicolas Chabanne and the societe collective 'La Marque du Consommateur' with the goal of allowing consumers to vote on the specifications and pricing of products, ensuring that producers receive a fair and sustainable wage.

The milk shown is 100% sourced and bottled in France by local dairy cooperatives that adhere to the strict quality and ethical standards voted on by the brand's members. As a collective brand, it focuses on transparency, local sustainability, and social responsibility rather than traditional corporate profit models. The manufacturing is handled through partnerships with French processors like LSDH (Laiterie de Saint-Denis-de-l'Hôtel), maintaining a short and ethical supply chain.

Ownership remains with the cooperative society 'La Marque du Consommateur', which is headquartered in France. This democratic model ensures that the consumers remain 'the boss' of the brand's direction and pricing, creating a direct link between the buyer and the agricultural producer.