Michel Biéro, the executive director of purchasing, marketing and communication for Lidl France, is being interviewed by Olivier Dauvers, a French journalist and editor who specialises in mass retail. He discusses starting out at Lidl, "abandoning" hard discount in 2012, the retailer's relations with farmers, the price of milk, his remarks to the President of the Republic, competing retailers' strategies, how legislation impacts negotiations with major brands, the loyalty card, Lidl's consideration of click and collect and home delivery services.