Who's the Boss? The Consumers, of Course!

On January 22nd, we had the pleasure of welcoming Léo Houdayer (FAM alumnus) and Marine Cauchie from "C'est Qui Le Patron" (CQLP) to present their sustainable business model to students in the Master of Science in Food and Agribusiness Management program at Audencia.

An Innovative and Responsible Model

Launched in 2016 by engaged consumers, the CQLP brand allows citizen-consumers to decide the selling price of dairy products they buy in grocery stores, and consequently, the fair price paid to farmers. This initiative aims to reconcile consumption with citizenship.

Promising Growth

Since its creation, CQLP has made a significant impact on the dairy market and plans to expand its offerings to other products like vegetables. The success of this model is such that other brands, though not direct competitors, are adopting similar approaches for the benefit of the entire food value chain.

What Students Gained from the Meeting

Through their questions and interactions with CQLP, students discovered the direct impact of their consumption choices on the lives of producers and the entire agri-food value chain. This encounter provided them with a concrete perspective on how an innovative economic model can transform the market and inspire more responsible practices.