Carrefour advancing quality messaging

Date : 11 September 2018

As Carrefour looks to play a leading role in ‘food transition’, through which it will enable shoppers to consume better, higher quality, safe and socio-environmentally responsible food, it is rolling out several initiatives. We review the steps it is taking as part of its 2022 Transformation Plan.

Carrefour launches ‘Act for Food’ initiative

Carrefour Group has launched ‘Act for Food’, which will see it invest in definitive steps to help Carrefour shoppers and its staff to eat better. The retailer says that the initiative will also aim to make healthy food more affordable. Carrefour said the ‘Act for Food initiative’ would enable it to increase the pace of its food transition. The global campaign will be initiated in France and will focus on nine commitments:

  • Guarantee 100% French organic for its fresh products under the Carrefour Bio brand
  • Ban 100 controversial substances from all Carrefour food products;
  • Reduce or completely end the use of chemical pesticides with its plant product lines;
  • Reduce or completely end the use of antibiotics in livestock farming;
  • Guarantee transparency in relation to product traceability using blockchain technology;
  • Feed the livestock used for its product lines on GMO-free animal feeds;
  • Double the number of products in its vegetarian range;
  • Promote biodiversity by selling fruit and vegetables grown from farmers' seeds;
  • Guarantee a selection of fish sourced using responsible fishing methods and aquaculture.

Carrefour will enable shoppers to read about the programme and its aims by visiting the specially created web site www.actforfood.fr.

Since its launch in France, Carrefour has said it is rolling out a global campaign across all the retailer’s 10 integrated markets: France, Spain, Belgium, Italy, Poland, Romania, Brazil, Argentina, Taiwan and China.

Carrefour trials organic shop-in-shop in France

Local trade publication LSA has reported that Carrefour has opened a 550 sq. m organic-focused shop-in-shop concept at its Chambourcy hypermarket. The concept, dubbed the organic experience, stocks nearly 4,000 SKUs, of which 800 are brand new and 150 enable shoppers to buy products in bulk. The area combines all categories, from alcoholic drinks to home care, gardening products and more traditional items like fruits and vegetables, fresh and food-for-later products too.

Located as part of the shopper journey from fresh to more conventional centre store ranges the space been created by Carrefour switching sales area from non-food ranges. Some products remain ranged within their categories, with areas dedicated to organic products on some counters and in health and beauty. Mirroring the steps taken in its Montesson hypermarket, where it has upweighted services, advice and the presence of staff, two experts have been placed in the area to provide help and advice.

Carrefour to establish food advisory committee

At a group level, Carrefour has said it will create a food advisory committee to support its aim to ‘become the world leader in food transition for all’. The committee is targeted with sharing best practices, proposing new ideas and leading forward-looking discussions about changes in food consumption. Members of the committee, who will advise Carrefour’s head of food transition, Laurent Vallée, and the marketing director for organic, Benoit Soury, is made up of seven people from outside the retailer.

Carrefour Brazil launches ‘social gastronomy’ programme

Under the auspices of the Carrefour Foundation platform, Carrefour Brazil is aiming market zero-waste recipes and production lines in conjunction with NGO Gastromotiva. As part of the initiative, in which Carrefour will invest about €320,000, Gastromotiva will build the Gastromotiva Innovation Laboratory, which will be dedicated to the development of zero-waste recipes. Carrefour has committed to developing a product line for its stores.