Carrefour spotlights quality across markets

Date : 06 July 2018

As part of its 2022 Transformation Plan Carrefour set itself the target of overhauling its offer to promote quality food. This aim saw it commit to driving strong growth from its private label ranges, fresh food and organic ranges. We round up news from France, Italy and Poland that show how each country is implementing initiatives that should help it reach these goals.

Organic-focused Carrefour City opened in Paris

Carrefour has opened a new store under its ‘City’ banner which it says has a range ‘dedicated to well-being and everything that's good and beautiful’. The 600 sq. m store, in Paris’s 7th arrondissement, stocks almost 6,000 SKUs, of which about 1,500 are organic, gluten-free and vegan products. 70 of the SKU’s are organic products that shoppers can buy in bulk. The store is part of the retailer’s aim to target €5.0 bn of sales of organic products in 2022.

To support sales, Carrefour said the store would also contain ‘a communal bar area and a terrace where people can dine, have coffee and even exchange books via a shared library’. While to help drive online sales and as part of its on-going aim to increase its omnichannel capabilities, the retailer said home delivery and click and collect solutions – where shoppers could collect orders from across Carrefour’s online brands – were also available from it.

Carrefour launches further uses of blockchain technology

Following Carrefour France’s launch of blockchain technology in March 2018, Carrefour Italy has said it will begin using similar solutions from September. The retailer said it would enable shoppers to see the entire supply chain of poultry products from 29 farms, two feed factories and one slaughterhouse.

To access the information, shoppers scan a QR code that takes them to an interface created especially by Carrefour Italia that shows them all the information about where the product has come from. The next product that shoppers will be able to find out more about is its private label citrus fruits. Commenting on the initiative, Carrefour Italia’s director of operations, Stéphane Coum, said: “For Carrefour Italia, the traceability of the supply chain represents in this sense a further assumption of responsibility towards our customers and a new step towards total transparency.

Meanwhile, as part of a separate announcement, Carrefour France said it was extending the use of blockchain technology to its second product: tomatoes. Shoppers will be able to find out about the whole supply chain of the Carrefour Quality Line cored oblong tomatoes. The retailer said the solution was the result of a three year with the Rougeline cooperative, which has seen nine producers grow tomatoes without herbicide. Carrefour has committed to providing complete transparency of supply chains for eight products by the end of 2018.

Carrefour Poland adds to ‘Quality’ private label range…

Carrefour Poland has said it has added four new products to its ‘Quality Line’ range; beets, blue cheese, cucumbers and tomatoes. The retailer said the products have full traceability and come from new and existing suppliers in the country. Carrefour said that to be included in the range, the products had to pass a series of quality tests and inspections carried out by independent companies and be made without artificial preservatives and free of genetically modified raw materials (GMOs).

…While Carrefour France does the same

Carrefour France has signed an agreement with the Degrange mill and Dauphinoise cooperative, which is formed of 40 farmers from the Rhône, Isère and Savoie regions, which will see it benefit from new spelt flour bread products. The new SKUs provide shoppers with nutritional elements, such as a low gluten content, that ‘reflect [current] demand’. The retailer said the new products would be added to its ‘Quality Line’ range and would see it buying 1,000 tonnes of grain at ‘a price that takes into account actual production costs’. Finally, Carrefour said the long term agreement would give ‘visibility to producers and allow partners to invest in their production tool in order to manage the supply chain as a whole’.