<p> Carrefour, a leading French distributor, is launching its own new label for 87 different fresh produce products. There will be 290 fresh product lines which include produce, meats, and cheese. The line, entitled “Origine & Qualité Carrefour,” was designed to help the distributor control the entire production chain and provide complete traceability, according to LSA.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"> When asked about the new label, Noël Prioux, Executive Director of Carrefour France, said that the new branding communicates to consumers about the quality of the products and where they originate. “The current name is clearer and new packaging of these cool products include more information,” said Prioux. The new labels highlight taste and enjoyment, freshness, and the origin of the products, which creates “strong links with the local community.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"> The brand accounts for 15% of the distributor’s sales for fresh produce. Nearly 110,000 tons of fresh produce are produced per year for the brand, according to a press release.. Approximately 20,000 producers across these 87 products have signed contracts and are under strict specifications. An independent body checks each stage of production for traceability and taste.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"> An advertising campaign regarding the new brand will be launched later this month.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href="http://www.lsa-conso.fr/decouvrez-origine-qualite-la-nouvelle-identite-des-filieres-carrefour,162535" target="_new"> LSA </a></p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href="http://www.carrefour.com/content/investors" target="_new"> Carrefour </a></p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">
