French retail market leader E.Leclerc has said that it plans to name the 'precise geographic origin of the main ingredients' used in its private label products, under the Marque Repère, Nos Régions ont du Talent, Eco+, L'origine du goût and Tradizioni d'Italia ranges.
The retailer said that it was introducing the move in January following the rollout of Nutriscore labelling on its own-brand range, and in response to consumer demand for greater transparency.
Place Of Origin
From now on, the retailer said that terms such as 'French wheat', 'Italian tomato' and 'Turkish hazelnut' on its products, instead of the generic 'EU origin', or 'origin in various EU countries', which is says 'displeases' shoppers.
"It does not seem like much, but it's a real revolution, because behind this announcement, there is a looming disruption of supply practices," commented E.Leclerc president Michel-Edouard Leclerc.
"In the coming months, we will review our specifications in order to define with our suppliers a precise list of countries in which they will have the right to source ingredients to manufacture our products," he added.
Sharing Information
Information on the origin of the ingredients will be initially places on the Marque Repère website, as well as on E.Leclerc's Drive platforms, before being gradually introduced to individual products over the course of the year.
E.Leclerc added that currently, around three out of four products under its Marque Repère range are manufactured or processed in France.
"Marque Repère has been committed for more than 20 years to developing a relationship of trust with its consumers: review our recipes to ensure better nutrition and fewer additives, limiting plastic in our packaging, and committing to more responsible agriculture," commented Fabrice Hersent, president of MDD Alimentaires E.Leclerc. "What was lacking was this essential information about our products; a clear display of their origin and place of manufacture."
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
