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RETAIL
MORE FRESH PRODUCE
IN STORES
To guarantee you the freshness, diversity
and dynamics of affordable fresh produce, Carrefour relies
on a wide range of expertise each day.
TRUE ARTISANS
SERVING CUSTOMERS
The quality of fresh produce at Carrefour
depends above all on the expertise of
growers, bakers, butchers, pork butchers,
fishmongers, cheesemongers and others.
In Carrefour’s stores, several thousands of
artisans, passionate about doing a job well
and offering a “good” product, meet with
local producers, select quality products, pre-
pare or make products in the store, create
new recipes, bring their stalls to life and
advise customers.
Every year, Carrefour builds upon this
professional expertise by training a number
of artisans and apprentices. In France,
for example, Carrefour has more than
1,000 apprentices in its hypermarkets and
supermarkets, including more than 80%
in the butchery and bakery departments.
In Spain, the Group has also opened a
“fresh produce school”, which trained more
than 400 young people in one year. In China,
all store directors also took part in a training
programme, “24 hours of fresh produce”, on
the management of fresh produce.
A LIVELY OFFER
In most stores, the fresh produce depart-
ment is designed like a town square or
marketplace, with abundant, colourful stalls,
meats prepared on site, fresh fish, as well
as pastries baked in the store and cakes
prepared by pastry chefs, along with an
attractive variety of tastings, events and
promotions. At Carrefour, fresh produce
department managers – like all department
managers – have a large autonomy to lead
and innovate, and to anticipate local expecta-
tions. For example, in Poland, after observing
customer habits and expectations, the pro-
duction of smoked meats in hypermarkets
was developed. Likewise, the
“Feria de
Frescos”
campaign promotes the consump-
tion of fresh produce among Argentinian
customers.
Fresh produce also includes a wide selec-
tion of self-service products. Affordability,
quality and freshness come together, with
special attention paid in 2013 to clear
product presentation. In French stores, cus-
tomers can easily find products “selected
by our caterers, our cheesemongers, our
greengrocers, etc.”.
SHORTER SUPPLY CHANNELS
Nearly three-quarters of food products sold
in stores come from national suppliers. The
benefits are immediate: shorter transport
time and fewer intermediaries, resulting in
more in-store freshness and quality; local
products, offering more choice, flavour and
enjoyment for customers; lower logistics