The customer is king? Like all retailers, the giants of the distribution follow from always the first commandment of the vendors. But this precept turns the puzzle. On the shelves of large food stores, the customer has a tendency to turn into a dictator, tyrannical to the requirements of multiple, conflicting and changing.

The appetite of the French for the bio, that was just a trend at the beginning of the decade, so it became a no-brainer. And other criteria will be shown. They care about both their health, the planet, animals and farmers. Above all, they manifest their beliefs in their acts of purchase. They don't want only that farmers use less pesticides ; they are waiting for evidence that their plates are free of it. More informed, more demanding, they place less confidence.

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