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France has started marketing strawberries under a consumer brand

C'est qui le patrón? ("Who's the boss?") is a consumer brand created in France in 2016 "by and for consumers." It started becoming popular with the marketing of milk, and this April it has also started being used for strawberry tubs in different supermarkets. The strawberries are of French origin (which is what 95.2% of consumers prefer), packed in recyclable cardboard and are sold for a price considered profitable for the producer.

With consumer brands like this, the consumer defines the product's basic characteristics through surveys, including the type of crop, variety, type of container and estimated price. Based on these, a workbook is established and once validated, "the products are manufactured by partner organizations (small or large) adhering to the same values in terms of sustainability and responsibility," as explained on the website

In the case of the strawberries, marketed since 5 April in Casino supermarkets and in some E.Leclerc stores, the results of 5,187 surveys reveal that consumers prefer a strawberry of French origin, cultivated through integrated production and packaged in recyclable cardboard. The most popular varieties are those with a small and elongated fruit, namely the Gariguette, Ciflorette, Cigaline and Cirafine, and for large strawberries, the varieties chosen are the Joly, Dély, Cléry, Darselect and Sweet Charlie. A "fair price" is also recommended, set depending on the production method, packaging, and so on.

The "C'est qui le patrón" initiative was launched by two civil society organizations: "Gueules Cassées", which fights against food waste, and, an online platform that compares foods according to different criteria. A company called "The Consumers' Society" has emerged from this union, and any consumer can join it as a shareholder, as specified on its website.

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