Carrefour is to launch a private label milk product in the French regions of La Bresse and l'Ain. The GMO-free product will advertise on its packaging the fair price paid by Carrefour to the farmers who produced it.
The decision to not feed dairy cows GMO-based feed was arrived at through an online questionnaire, which had 6,000 participants. The price positioning of the product was also influenced by the feedback from the survey – the one-litre carton will retail at €0.99, of which €0.39 will be given to dairy farmers.
It will appear in Carrefour hypermarkets in the regions in question next month.
The name of the specially created private label line is label ‘C'est qui le patron?!’ (‘Who's the boss!?’), and it could be extended to include other SKUs in the future, RetailAnalysis.igd.com.
At present, 51 such producers have committed to the scheme.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
