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Private Label

Carrefour Brazil Launches New Private-Label Quality Line

By Steve Wynne-Jones
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Carrefour Brazil Launches New Private-Label Quality Line

Carrefour Brazil has announced the launch of a new private-label quality line, Sabor & Qualidade – a range of 13 SKUs sourced from 17 Brazilian producers.

In introducing the brand, Carrefour described the range as a way to bolster local 'high-quality and tasty products at a fair price, always produced to a high social and environmental responsibility standard, and traceable at any stage of production'.

The launch of this new line is aligned with Carrefour's 2022 strategy, which aims 'to expand the supply of healthy and organic food at a fair price'.

The new private-label line will initially include 13 SKUs from across Brazil, such as papaya, grapes, oranges, pork, beef, eggs, fish and shrimp. It plans to add more products, such as tomatoes, cheese, salami, and ham, before the end of the year.

Preserving Biodiversity

The efforts of Carrefour in delivering environmental and social initiatives were recognised last year, with a sustainability award from Brazil’s supermarket association, Abras.

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Speaking at the time, the head of Carrefour Brazil's sustainability department, Paulo Pianez, said, "[The company's goal was to] be able to completely monitor its whole fruit and vegetable supply chain, so it can guarantee its customers a safe, high-quality selection of foods that help preserve the planet's biodiversity and enhance the well-being of communities."

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Matthieu Chassain. Click subscribe to sign up to ESM: European Supermarket Magazine.

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