Carrefour France has opened its first two Potager City stores in Paris, which it says focus on 'high quality' fruit and vegetables at 'fair prices'.
Seasonal fruit and vegetables accounting for a significant share of the store's range.
This range is supplemented, depending on the store, with up to 170 SKUs from Omie & Cie, a company which promotes regenerative farming; around 40 wine SKUs in partnership with Le Petit Ballon; as well as around 230 fresh self-service products, such as cheese, dairy products, meats and ultra-fresh items.
'Impetus To Local Production'
Benoît Soury, executive director of Carrefour's convenience and organic market, stated, "With this new format, we want to defend the values of sharing, authenticity and food delicacies – values which give impetus to local production in many regions.
"To do this, we have focused on a carefully chosen selection which showcases the raw product – we have sought the right producer, the right refiner and the right partner, and we put the products on sale at the right time and at the right price."
Although the shops look upmarket, prices are 10% to 12% cheaper than fruit and vegetables in competing shops and up to 40% cheaper than the fresh produce available in the market.
The banner prides itself on its short distribution channels, sourcing products locally and selling products made using sustainable farming practices.
Customers will also be able to pick up baskets of fruit and vegetables from Potager City stores that they have ordered directly from the retailer’s e-commerce website.
The new local store format is in addition to the range of fruit and vegetable baskets that Potager City has been offering online for 10 years.
In addition to the Rue de Tolbiac and Rue de Seine stores in Paris, a third retail outlet will open at Rue Réaumur at the end of March.
The group will then decide how to expand this new banner further, focusing mainly on Paris.
In 2020, Carrefour Group acquired Potager City, and since then, the business has continued to grow and now has a turnover of €20 million, operating from five delivery bases in France.
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