Milk cartons, jars of honey, bottles of apple juice… Seven producers from the “The breeders say thank you!” welcome a “very good initiative” even if it is also about marketing.
“One day, I received an envelope with a carton of milk cut out in it to congratulate me, it’s just crazy!” Elodie Ricordel, a dairy cow breeder in Loire-Atlantique, is not her first fan letter. “I got a New Year’s card again and voicemails too!” The young farmer owes this notoriety to Intermarché. In 2018, the distributor is launching a new brand: “The breeders say thank you!” His face is then printed on millions of milk cartons distributed in the group’s stores throughout France.
Six years later, the range was expanded to include eggs, honey, flour, minced steaks and even apple juice. In total, around thirty references now occupy the shelves. Always with the same recipe: a producer poses all smiles with a blue sleeveless down jacket on the front of the product. His first name and his municipality are written in full. Just like the amount he received for his work – equivalent to at least 40% of the sale price.
“It’s a very good initiative which has created a link between the producer, the industrialist, the distributor and the consumer”, welcomes Elodie Ricordel. But all is not rosy.
“The principle is good, but behind the scenes is sometimes complicated.”
Elodie Ricordel, breederat franceinfo
“I was quite skeptical when I signed”
What is hidden behind this new form of marketing, now present in many other brands, such as Carrefour, Lidl and Super U? Franceinfo wanted to know what was hidden behind this packaging. Based on the information and photos printed on these products, we found seven producers of the Merci d’Intermarché range. They all exist. And above all, everyone confirms that the information on the price distribution displayed on the packaging is correct. “I was the first to be surprised”recognizes Thibault de Ferrand, who grows cider apples in Ille-et-Vilaine. “When I signed the paper, I was quite skeptical.”
“I had no confidence in mass distribution. But everything that is marked is true.”
Thibault de Ferrand, apple growerat franceinfo
Like him, many producers were suspicious when they were approached by Intermarché. It must be said that negotiations are often difficult with manufacturers and distributors. “At the beginning, we wondered: ‘Is this another publicity stunt’ or are we really going to get feedback?’”, remembers Pierre Aillerie. The answer quickly came: “We received 35 cents more per kg, that’s still 200 euros more for each cow sold”welcomes this Charolais breeder.
Same observation among beekeepers. “On a 500 g pot of honey sold at 5.90 euros, we receive 3.05 euros, which is around one euro more per kilo compared to other honeys sold in bulk”explains Mélanie Dumant, self-employed beekeeper since 2019. “For each egg, it must make me two cents more”calculates for his part Vincent Lévèque, poultry breeder in Aisne. “In 2023, that gave me a bonus of 7,000 euros.”
“It’s going in the right direction and it’s better than nothing”
Since the launch of the range in 2018, the Les Mousquetaires group – owner of Intermarché – claims to have paid 13 million euros in bonuses to the 900 agricultural partners involved in the process. A welcome boost for many farmers, whose low income was at the heart of the movement of anger which broke out in January 2024 throughout France. “In a somewhat difficult context for honey, this is one of our sales that is holding up and increasing”greets Mélanie Dumant, who thus sells 30 to 40% of her production intended for bulk.
“We’re not going to spit in the soup.”
Pierre Aillerie, breederat franceinfo
Intermarché also paid 2,000 euros to each “ambassador” farmer for their image rights. “I needed money to buy a car, so I said yes”recognizes Thibault de Ferrand, not really delighted with the idea of having his portrait taken. “I felt like I was prostituting myself at the time.” For Samuel, a cereal grower in Deux-Sèvres, “Large stores benefit from our image, but it’s going in the right direction and it’s better than nothing”.
If everyone is aware that the distributor is using their image to improve its own, most of them do not see a problem with it.
“It takes us out of our usual framework, a photo shoot, we never do that.”
Vincent Lévèque, breederat franceinfo
This sudden notoriety even has some advantages. “When friends go on vacation, they tell us: ‘Hey, we saw you at Intermarché’”smiles Mélanie Dumant. “I was made a few jokes in my hometown at the beginning and my friends are very happy to have my face at the table when I come”says Thibault de Ferrand. “I don’t sign autographs in the street anyway”he jokes.
“This represents only 15% of our volumes”
Despite the unanimous praise, some producers still point out the limits of this system. Very often, only a small proportion of their production is sold via this more profitable sector. “It’s a drop in the bucket”recognizes Thibault de Ferrand, whose apples are pressed in a cooperative that sells under many other brands. “The Merci range represents only 15% of our volumes”, explains Elodie Ricordel, president of the producers’ organization of the Saint-Père dairy, in Loire-Atlantique. The majority of their production is used for the Pâturages brand, with no bonus involved.
The amounts earned thanks to this range are also debated among partner producers. “As the price of cereals varies greatly, the difference between the market price and that of Intermarché is sometimes small”, notes Samuel, cereal grower in Deux-Sèvres. Same thing for meat: the premium has thus halved between that granted at the launch of the operation and that which the breeder Pierre Aillerie receives today. “We would have to reach even higher rates to obtain comfortable remuneration”, he assures. Under these conditions, other sales channels are necessary: “Even with the premium, prices remain relatively low and lower than direct sales”notes Bruno Robrolle, beekeeper, who also has his own shop in Ingrandes (Maine-et-Loire).
“It’s not always easy with mass distribution”
In 2022, negotiations turn downright sour for producers affiliated with the Saint-Père dairy, in Loire-Altantique. This factory, which is responsible for the collection and processing of milk from the Merci range, is also the property of Les Mousquetaires, of which Intermarché is a subsidiary. The adventure of this range began there in 2018, in reaction to the serious crisis the sector was going through. At the time, farmers were paid 44 cents per liter of milk, as the packaging proclaimed. But little by little, inflation is eating into producers’ margins. “We went to tell them: ‘It’s not going well anymore’”says Elodie Ricordel, who represents 230 dairy farmers.
“Quibbling over 5 cents per brick when we see the profits of the big groups, I find that very unfortunate and short-termist.”
Elodie Ricordel, breederat franceinfo
Tough negotiations then began. “Originally, it was a co-constructed product, but there, they were completely disconnected from the field and imposed a price on us”, assures the breeder. A mediator is then contacted. Finally, 56 cents are now paid to breeders, on a carton of semi-skimmed milk sold for 1.10 euros. A price that did not the subject of an agreement with the producers’ organization, recalls Elodie Ricordel. The price, however, respects the rule of 50% paid to breeders and exceeds that of other dairies, replies Intermarché.
“We are told: ‘You are at the top of the table’. But just because it’s true doesn’t mean it’s enough.”
Elodie Ricordel, breederat franceinfo
A painful experience for the pioneers of this brand promoting producers. “I am always proud of these milk cartons, it is a very strong adventure, but it is not always easy with mass distribution”, summarizes Elodie Ricordel. The breeder, who took over the family farm against the advice of her parents, remains determined to fight. “Distributors are joining forces in purchasing centers, manufacturers are trying to divide us… Producers must also come together to be stronger”insists the thirty-year-old. “We must take our destiny back into our own hands!”