Carrefour in France is expanding its Carrefour Bio store brand, teaming with French farmers and manufacturers to develop products for the retailer’s organic label.
The company said it has signed new deals with six French cooperatives (Fermes Bio, Agribio Union, Bio Sud, Union Bio Sud Est, Drômoise de Céréales and Cavac) and three manufacturers (Alpina Savoie, a continuing partner for 25 years, and Celnat and Cavac).
Under the partnerships, six new Carrefour Bio organic product lines will be developed to further products in organic pasta made in France's Savoie region from wheat grown in southern France (Carrefour was the first retailer to support producers of French organic durum wheat), oat flakes from the Eure département and Normandy, as well as whole wheat, quinoa, linseeds and chia seeds from the Vendée département and the Loire. For a number of weeks now, Carrefour customers have been able to purchase new Carrefour Bio Fusilli and Coquillettes made from whole wheat, and various cereals and seeds will be available in the first half of 2021.
The Carrefour Bio brand previously focused more on products in the fruits and vegetables categories. Carrefour operates more than 5,200 stores in France in various formats (hypermarket, supermarket, convenience, and cash and carry).
The partnerships further Carrefour’s support of French producers and manufacturers. The contracts commit Carrefour to purchasing an agreed volume of raw materials and finished products for at least three years to run under the store brand. The company said it supports nearly 400 farmers and 2,000 French producers across its organic portfolio.