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This episode is the original interview in French with Nicolas Chabanne, covered in Episode 9.

Cet épisode de Brand Growth Heroes vous présente notre entretien avec Nicolas Chabanne, en français.

Je suis tombée sur quelque chose d’énorme en mars de cette année, lors d’un petit saut à Paris pour faire un keynote a la conférence du 50eme anniversaire de Kantar Worldpanel. 

C’était dans l’un des vieux théâtres magnifiques du quartier de l’Opéra, devant 800 personnes. Comme vous pouvez l’imaginer, j’étais très excitée par l’opportunité mais aussi un peu anxieuse. L’une des premières choses que j’ai faites a été de faire une recherche « google » sur les autres orateurs… et c’est à ce moment-là que j’ai découvert la sensationnelle marque insurgente  «  C’est Qui le Patron»


Cette marque multi-catégorielle était créée et gérée par les consommateurs afin de garantir des prix équitables aux agriculteurs et aux producteurs. Elle a été lancée il y a 2 ans sur l’un des marchés d’épiceries les plus traditionnels, les plus inflexibles, les plus difficiles à négocier et les plus coûteux d’Europe – d’après ma modeste expérience. Et pourtant, en seulement 2,5 ans, elle a révolutionné de nombreuses catégories d’épiceries en France, a généré un chiffre d’affaires de plus de 120 millions d’euros, dispose d’un portefeuille de plus de 30 produits et sont déjà achetés par 11 millions de ménages français. Et voici la chose: tout cela a été fait sans investissement dans la publicité traditionelle, sans force de vente et avec très peu de négociations traditionnelles avec les acheteurs de la Grande Distribution.

Cet entretien souhaite explorer les facteurs à l’origine de cette croissance incroyable.

L’interview est également disponible en anglais, voir episode 9 de Brand Growth Heroes.

Timestamps based on Episode 9:

[00:28] – Introducing, C’est qui le Patron translated as Who’s the Boss,  and known as The Consumer Brand in the UK. It is a cross category brand that is being created and managed by consumers, to ensure fair prices to farmers and consumers.

[02:25] – Never before has a new brand grown so quickly. Founder Nicolas Chabanne explains what The Consumer Brand is and gives us an idea of the size of the revolution that they’ve triggered in grocery retail and agri-food business in France.

[03:34] – As consumers, what are the eight simple, big questions we need to answer to determine the specifications of products and determine where our money is going?

[05:50] – The Consumer Brand is a cross-category brand. How many brands sit under the umbrella of The Consumer Brand?

[07:17] – With 30 products in just two and a half years, no other brand has moved so quickly in terms of product launch. 

[08:12] – If a consumer who doesn’t know anything about The Consumer Brand goes into a French supermarket that stocks their products, what are they going to see?

[09:32] – Was the original mission to pay a fair price to the producer or to give power to the consumer? Or was it a mix of both?

[11:08] – Are all the products under The Consumer Brand umbrella more expensive than the incumbent products on the market? And even so the consumers are buying them?

[13:21] – The Consumer Brand has had an economic impact on the entire milk category. Big brands across many categories are starting to ask questions about how to make the transition to more fairly produced products.

[14:17] – It is touching to think of how families are sitting down to choose product specifications that will allow for a better quality of life to farmers and producers in France. The next generation is much more clued in to issues such as the environment and animal welfare.

[16:29] – How does this actually work? Nicolas explains the changes to the consumer/shopper behaviour.

[18:48] – The consumer is really able to understand the value chain. We, as consumers, have great power to change things, collectively.

[22:42] – What happens after consumer votes for different attributes/product specs are received?

[23:30] – The commercial relationship is between the manufacturer and the retailer.

[24:32] – When the producer decides to make the new product and then tries to get a product listing is the retail Buyer’s response always positive? Nicolas explains that because the recommended retail price is already set by the consumer, there is not much room for negotiation.

[26:24] – What about the retailers? Do they take a smaller margin? Are they always disposed positively towards this new way of working?

[29:08] – How do the products under The Consumer Brand umbrella perform vs. the incumbent brands and products in their categories?

[33:42] – When are we going to see this brand in different countries? When is it launching in the UK?

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