French retail group Carrefour has announced that it will become the first retailer to sell 100% organic French bread in its stores, as part of the group’s transformation strategy.
Carrefour has signed two three-year contracts with companies operating in France’s organic-flour sector, which will supply the ingredients required to provide customers with completely organic bread.
The company says that four types of organic bread will be available across all of its store formats in France, starting in March 2018, including an organic boule loaf, a baguette, wholemeal bread, and a multigrain loaf.
Transformation Plan
This move is part of the retailer’s ‘Carrefour 2022’ transformation plan, which was launched by chief executive Alexandre Bompard last week.
In this plan, Bompard outlined the group’s aim to provide customers with high-quality food at affordable prices, by entering into new partnerships and supply agreements. This includes the expansion of the retailer's organic range, with the target of reaching €5 billion from sales of organic products by 2022.
“I have a great ambition for Carrefour: to become the leader of the food transition by offering our customers, every day and everywhere, quality and trustworthy food at a reasonable price,” Bompard said at the launch of the strategy.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.
