Coronavirus : This french brand distributes its’ benefits
The French food and cooperative brand “C’est qui le patron” decided to distribute their profits made during the coronavirus crisis.
Since the beginning of containment, many food brands have made significant profits following the increase in mass purchases of products such as pasta or milk. Nicolas Chabanne, creator of the French brand “C’est qui le patron” reversed its profits and called on the big brands to do the same. The coronavirus crisis has increased its revenues on essential products. Thus the sale of pasta has increased by 380%, eggs by 70% or even 40% for milk. In other words, the brand acquired profits of more than € 100,000 in the space of a month.
Who is the Boss, is a brand born in the midst of the dairy crisis in 2015. It’s aim was initially to ensure fair remuneration for dairy producers. The brand is also considered the biggest success of the French food industry in the last 30 years. Indeed, the principle of this cooperative wants to validate specifications to consumers before any product launch. Once validated, the product is produced by partner structures of the brand. Then, the brand provides communication and network advertising to save on the recommended retail price. In other words, Who is the boss offers quality products that consumers fully accept to pay a little more for, because they know all the ins and outs.
A solidarity distribution and a call to join the movement
After a collective vote, 10,000 members of the brand decided to create a fund, from profits, to help small traders and the self-employed overcome the COVID-19 crisis. And yet at least a month and a half. In addition to this sponsorship, it also plans to go through crowdfunding platforms like Bouge Ton Coq (which helps projects in French villages). The cooperative is also committed to helping hospital staff and plans to offer a week’s vacation to nurses when it’s all over.
The designer calls on major food brands to join the movement.
“In a single month, more than €100,00 for a small adventure like ours, so you imagine on a grand scale what it can represent”.
A call that seems to be paying off, because the big pasta brand Panzani has decided to participate in the sharing of the profits and has already given € 150,000 so far. Who is the Boss has helped thousands of farmers to live well since its creation. N. Chabanne sincerely hopes that this solidarity will last after the crisis.
“We no longer see things the same way (…) We know that what follows will be sharing, and a different balance that will have to be found”.
Sources : Strategies, RTL, Who’s the boss ?!, Melrine Atzeni
Photo credits : Who’s the boss?! , Martijn Baudoin
Encourage us if you like positive stories