Carrefour Launches Private Label Milk In La Bresse And l'Ain
Carrefour is to launch a private label milk product in the French regions of La Bresse and l'Ain. The GMO-free product willÂ advertise on its packaging the fair priceÂ paid by Carrefour to the farmers who produced it.
The decision to not feed dairy cows GMO-based feed was arrived at through anÂ online questionnaire, which had 6,000 participants. The price positioning of the product was also influenced by the feedback from the survey â€“ the one-litre carton will retail at â‚¬0.99, of which â‚¬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 â€˜C'est qui le patron?!â€™ (â€˜Who's the boss!?â€™), 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.
Â© 2016Â European Supermarket Magazine â€“ your source for the latest retail news. Article by Peter Donnelly.Â To subscribe to ESM: The European Supermarket Magazine, click here.