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Initially based on carton packs of milk, then pizzas, apple juice, organic butter and apple puree, the concept now includes more than forty different product references, some of which have become “bestsellers”, sold in more than 12,000 points of sale by some 20 large-scale retailer chains. More specifically established in north-western France, the CQLP brand (“C'est Qui Le Patron” = Who's The Boss) is also marketed in other countries (Italy, Spain, Belgium, Greece, Germany, United Kingdom, Morocco, etc.) and is spreading to other continents.
Among the answers given, the Italian origin of the tomato proved to be crucial, underlined by 93.2% of consumers, while 81.8% considered it important to guarantee the protection of workers' rights and a fair payment that allows growers to “live without worry and invest in their business”. Regarding the choice of tomato cultivation methods, 64.8% of consumers praised sustainable agriculture, in that it makes reasonable and intentional use of natural resources. As for processing methods, 71% opted for a premium tomato puree made from fresh tomatoes, sweeter, less acidic and thicker than required by the standard product, packaged in glass jars or bottles (65%), without added salt (70.5%) or flavorings (85%), so as to retain all the authentic taste of quality tomatoes. “Consumers' Tomato Puree” is available in a 500 gram format, with a recyclable paper label certified by the FSC™ (Forest Stewardship Council™).
We share with ‘Who's the Boss?! The Consumer's Brand' the common objective to promote increasingly responsible purchasing choices that recognize the fair value of the products and the work of those who have participated in their development – both farmers and employees. There is a lot of talk about environmental sustainability, a front to which we are strongly committed with many activities and significant investments in terms of processes and products, but sustainability cannot ignore a global vision that also includes social and economic dimensions, towards which consumers have been showing increasing sensitivity. Consumers are more and more consciously active in terms of choices, paying attention not only to what products contain and what they cost, but also to how they are made.”
“The Consumer's Tomato Puree” also encourages awareness through its labeling. Indeed, the product carries an “Aware” label, to allow consumers to better interpret the meaning of the minimum shelf life. The “Aware” label is a first operational step of the “Pact against food-waste,” a virtuous alliance between companies, supermarkets and consumers, promoted by the Too Good To Go smartphone app, with the aim of reducing food waste over the next three years, through initiatives and practical operations at all levels of the agrifood sector. The label invites consumers to check if products are still edible after the sell-by date, a campaign that Too Good To Go has already successfully promoted in other countries like France, Germany and Denmark, and is now taking to Italy.
