On February 28, Carrefour CEO Alexandre Bompard made a strong commitment to his customers: "To increase by 10% the volume of fruit and vegetables produced in France on its shelves, so that by 2020, 95% of the products sold will be of French origin".

In April, 65 % of the fruits and vegetables on the shelf at Carrefour were of French origin. However, in July, when the seasonal products arrive, 80 % of them will be stamped made in France.

The brand is focused on two areas:

To offer more and more seasonal products: this means more turnips, pumpkins and sunchoke in winter, and more tomatoes in summer. However, we would have to offer less and less certain products, or even remove them from the shelves if they come from too far away. This decision is risky for consumers: it is therefore essential for Carrefour to educate them. It will be necessary to explain again the natural cycle of fruits or vegetables. In addition, this strategy of buying more products made in France has a cost, estimated at 50 million euros per year.

Encourage the re-establishment of certain cultures, which had disappeared in France. "As soon as a product can be made in France, we manage to have it on the shelf, even if we can offer other origins in parallel," Carrefour explains. The distributor is also pushing the spotlight on organic productions made in France. "We are currently supporting 230 farmers, particularly during the entire conversion phase, during which their incomes are declining.

Source : leparisien.fr

Publication date: 5/13/2019