Carrefour launches the new brand for 87 carefully chosen products. The distributor wants total control of the production chain and offers impeccable traceability.
Clients spend more and more time reading labels. At Christmas, they were no longer asking where the foie-gras was made, but the origin of the animal itself. It is a real trend at the moment, explains Carrefour, the 'label rouge' is not enough any more.
Independent monitoring
There is room for fresh, good quality produce which is not necessarily a lot more expensive than organic ranges or industrial products. Carrefour has launched its own label for 87 100% natural products- one per sector- which follows strict regulations.
20,000 producers have signed the agreement, representing almost 110,000 tons of produce per year.
Controls will be carried out by an independent organisation at each stage of production, the group points out.
This could be a lucrative project. For the last two years, Carrefour has been testing the success of non GMO and antibiotic-free chicken. Sales increased fourfold compared to the target.
