Paying a fair price for our food may seem obvious, but in today’s world of big brands and supermarket dominance, many of our staples are being sold below cost. The basic assumption by supermarkets is that all consumers want competitively priced produce, the cheaper, the better. However a French company, C’est qui le patron?! (Who’s the Boss?!) might have rewritten that rule. In just three years, CQLP has won over nearly 11.5 million French consumers – about one in five adults. It has also boosted the incomes of more than 3,000 farmers and manufacturers, all of whom benefit from the pledge emblazoned in big, bold capitals on the brand’s packaging: “This product pays its producer a fair price.” Demonstrating that consumers are willing to pay more for quality food, produced by people who get a fair price for it.