Casino goes for '100% origine France' in fruit and vegetables

The French retailer Casino is becoming more and more involved with the French organic growers. As soon as it's possible, Casino will choose to discard imported product in favour of the organic fruit and vegetables grown in France. These products are grown under their own brand Casino Bio.

"This project is part of our policy to differentiate the supply and we really prioritise the French production. This has take two years, which was caused by there still being a hole between demand and supply. The French growers couldn't supply enough organic fruit and vegetables to supply all the shops."

Now the retailer plans to support the French organic agriculture with its own brand Bio Casino (consisting of 300 products from all product categories) by choosing mainly products of French origin. The consumer can recognise these products by the label '100% origine France'. An initiative that's appreciated by the growers and the consumers, and which will generate more and more attention to showing the origin of the products.

The organic fruit and vegetable assortment from France still mainly consists of 34 products from growers from the south east, and south west of France. This originates form the first collaborations that were made with French growers. The first things to be on the shelves this month with the Casino Big '100% origine France' label will be courgettes, aubergines, cherry tomatoes and peppers. Later, kiwi's, apples and carrots will follow.

Source: Bioaddict