Carrefour has added beefsteak tomatoes to its private label range, which are now available in some 1,200 of its French outlets, freshplaza.com reports.
Five growers within the cooperative Rougeline will sell about 250 tonnes annually of the fruit to Carrefour. They will be sold in packets of three, which will retail at between €2.50 and €2.95.
Carrefour's private label range, Quality Line, represents about a fifth of Carrefour’s fresh produce sales volumes. These volumes increased by 20 per cent during 2014.
The addition of the coeur de boeuf tomatoes to the private label range is part of a broader initiative to shift more French fresh produce.
In a press release, it said, “The exceptional weather conditions that we have had this year have been very good for growing fruit and vegetables. Volumes are 30% higher than in previous years and there is a risk of prices completely collapsing. In order to support production of French fruit and vegetables and encourage the general public to consume them, Carrefour, in partnership with a number of producers’ associations (the PDO Peaches/Nectarines of France, the PDO Tomatoes and Cucumbers of France and the Joint Melon Trade Association), has decided to run campaigns in its stores throughout France starting this weekend (Friday 4 and Saturday 5 July), and continuing throughout the summer.”
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly
