Partnership launched in November 2026

In November 2026, La Vache qui rit, a well-known cheese brand, began a unique partnership with Ramdam Social. Each box of 32 portions sold funds three vegetable portions for the Restos du Cœur, a French charity that provides food to those in need. This initiative aims to link consumer purchases directly to charitable contributions without changing the price or the way people shop.

Model combines commerce and charity

Ramdam Social, a two-year-old company focused on social impact, has created a system where each product sold automatically generates a donation to a partner charity. Consumers pay the same price as before, but the brand contributes a portion of its profit to the charity. This system requires no extra cost or action from the buyer.

Impact visible on packaging

From November 1 to November 30, 2026, each box of La Vache qui rit purchased in supermarkets funds three vegetable portions for the Restos du Cœur. The charity receives these donations in kind, which they redistribute to people in need. A label on the packaging clearly shows the social impact of the purchase, according to a statement from Ramdam Social’s co-founder, Julie Boureau.

Company aims to scale donations

Since its founding, Ramdam Social has generated 1.5 million donations. The company aims to reach 4 million donations in 2026, which requires forming more partnerships with major brands. The model relies on high sales volume to generate more donations, offering brands a way to enhance their image while providing charities with a steady flow of resources.

La Vache qui rit as key partner

La Vache qui rit is a significant partner in this initiative. A century-old brand owned by the Bel group, it is a staple in many French households. Émilie Charbonne, Bel’s marketing director, said the partnership aligns with the company’s commitment to addressing the needs of French families. The initiative aims to help those with limited incomes access more balanced diets.

Focus on food insecurity

Food insecurity is growing in France, with many households struggling to afford essential foods like vegetables. The Restos du Cœur, which distribute millions of meals annually, note that fresh produce is often missing from emergency food baskets. By funding three vegetable portions per box sold, the partnership specifically targets this nutritional gap.

Model tested for economic viability

The November 2026 campaign serves as a market test for the charity-business model. If sales remain stable despite the communication around the integrated donation, the model could prove economically viable. The initiative also explores whether consumers will support a solidarity chain without additional effort, with the first weeks of the campaign offering key insights into market receptiveness.

La Vache qui rit’s long-term strategy

La Vache qui rit has long been associated with food accessibility, thanks to its affordability, long shelf life, and wide availability. The Bel group, which owns the brand, has been pursuing a strategy that promotes responsible and balanced eating. This partnership with Ramdam Social is part of that long-term approach, using social responsibility as a way to differentiate the brand in the market.

Choice of cheese for solidarity

The use of melted cheese as a vehicle for this initiative is deliberate. La Vache qui rit is a product consumed across all social classes, making it ideal for a large-scale campaign. The success of the initiative will depend largely on sales volume during November 2026, as the scale of the donations is directly tied to how many boxes are sold.