“Who is the Boss?!”, consumer food brand, will share the exceptional income linked to the massive purchases of the population during the coronavirus crisis, and calls on the big names in the food industry to do the same, according to its creator Nicolas Chabanne. “The coronavirus has had a phenomenal effect” on the brand’s sales, with “+ 380% for pasta, + 70% for eggs, + 40% for milk,” he explained on RTL on Tuesday.
The members of the brand decided not to “keep” the extra money earned with these sales, and to create a fund that will help freelancers and small traders get through the coronavirus crisis, and also help nurses “to take a week’s vacation “when the crisis is over, according to Nicolas Chabanne. He called on the big names in the food industry to join the initiative.
“In a single month, the additional earnings are more than 100,000 euros for a small adventure like ours, so you can imagine on a grand scale what it can represent,” he said. “I think of Panzani, Barilla, the people who make pasta, you imagine the millions of euros that could have arrived in their cases …”
The aid will notably be distributed via the brand’s network of members and via Bouge ton coq, a crowdfunding platform for village projects in France, according to Nicolas Chabanne. He said he was convinced that “the software was changing” in the economy, due to the coronavirus crisis. “We know that what follows will be sharing and a different balance that will have to be restored,” he said.
Born to ensure “fair remuneration” to dairy farmers, who’s the boss ?! has launched in over three years more than thirty products deemed “good, healthy and responsible”. The brand estimated to represent 5% of the French milk market at the end of 2019.