Carrefour France Opens New Format Focusing On Fruit And Vegetables

The stores offer as many as 100 different products covering more than 50% of the total sales area, with seasonal fruit and vegetables accounting for a significant share.

The range will be supplemented, depending on the store, with up to 170 grocery products 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.

Although the shops look upmarket, the prices are 10-12% cheaper than fruit and vegetables in competing shops and up to 40% cheaper than the fresh produce available in the market.

The new banner distinguishes itself for 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.

In 2020, Carrefour Group acquired Potager City, a French distributor of online subscription-based boxes of extra-fresh and seasonal fruit and vegetables sourced via short distribution channels.

Since then, Potager City has continued to grow and now has a turnover of €20 million from five delivery bases in France, 250,000 customers and over 700 basket collection points.

ESM