A few days after the end of farmers' blockades to protest against their low pay, customers are invited to take their part in saving French agriculture. To achieve this, initiatives are emerging such as the “Who’s the boss?!” brand.
This brand has changed the lives of many dairy farmers, like Stéphane, a Montbéliard cow breeder since 2005. Consumers pay 1.20 euros for their blue brick. It's a price a little higher than average, but the milk brand is today the best-selling in France and helps support 3,000 farming families.