Carrefour Italia is the first grocery retailer in Italy to adhere to the '100% Italian Rice' project goals.
Through interaction with producers along the supply chain, and supported by communication campaigns, the '100% Italian Rice' project aims to enhance and make to the end consumer aware of the Italian origin of rice.
The initiative comes days after the signing of two inter-ministerial decrees to introduce the obligation of indicating the origin of rice on product labels.
Rice Industry
This measure by the Italian government and Carrefour Italia's initiative should also be seen as a response to growing demand from consumers: according to the retailer’s own data, 85% of Italians, including the youngest and the millennials, devote increasing attention to food safety, labelling and traceability.
According to Carrefour spokesperson Grégoire Kaufman, Carrefour Italia will make products of local origin available in more than 1,000 stores. By joining this project, he added, the company wants to support a sector for which there are strong hopes for recovery.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
