Minimum quality standard and premium private labels.

Summary The article proposes a theoretical study of the new generations of private labels in the food sector. The authors propose an original model of vertical relationship integrating the existence of an intermediate market of competitive type (spot market) in parallel with the implementation of a privileged contractual relationship between a part of the upstream producers and a distributor. They then show under what conditions the producers involved and the distributor will effectively implement this type of approach. It seems, however, that unlike producers, distributors and consumers prefer a legislated improvement in quality by strengthening minimum quality standards.