CARREFOUR - 2014 annual financial report

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54 2014 Registration Document
Social responsibility 2 Action plans
2.2.4.2 Supporting customers
Carrefour strives to offer its customers freedom of choice in their
consumption. Carrefour provides them with support in making choices
based on their needs and expectations. In 2014, the Group gave its
support to the combat against food waste and proposed solutions for
achieving a balanced diet.
◗ Offering customers and employees solutions
to combat waste and raise awareness of better
purchasing habits
As part of its Waste Reduction Plan, Carrefour strives to offer consumers
solutions to reduce waste in stores and at home. For example, the
Group is adapting its offering with certain products sold loose. It is
also creating promotional schemes suited to all customer profiles and
informing consumers on how to cook with leftovers, manage the contents
of their refrigerators or shop in keeping with their actual consumption.
The Group has also developed promotions for unsold products (non-
graded fruit and vegetables, short expiry dates) and developed storage
solutions to preserve fruits.
The Tous conso malins (clever consumers) website in France
is dedicated to best practices
in day-to-day waste reduction.
Throughout the year, stores offer promotions on products with short sell-
by dates and transform fruits and vegetables into soups, thereby limiting
waste and raising awareness of waste reduction practices.
Throughout the Group, stores offer bins to collect waste brought in by
customers. Depending on local regulations, waste flows are different
and becoming more numerous each year, and include batteries, electric
and electronic waste, printer cartridges, light bulbs and other lighting
consumables. Carrefour has also launched many awareness campaigns
targeting customers to encourage them to sort their waste.
An internal awareness and commitment campaign targeting employees
was launched across the Group in 2013, and was actively continued during
2014. The campaign’s symbol is a bee, which embodies the responsibility
of an entire community and a balanced ecosystem. The campaign aims
to encourage all employees to take steps to combat waste in their day-
to-day lives. It is an opportunity to rally and unite all employees, embody
Carrefour’s approach to CSR and identify opportunities (ex: the ‘hive of
ideas’). It was implemented locally in different ways in Group countries
in 2014.
The Group also provides its customers with information to encourage
more responsible consumption.
In France, for example, its approach to responsible sourcing of wood and
responsible fishing is presented in catalogues and at
Many other initiatives are used to mobilise customers: at the start of the
school year, for example, school supplies manufactured in France using
recycled paper or made with materials from sustainably managed forests
are available, along with information to teach customers to identify logos.
In Argentina, China, France and Brazil, Carrefour used the WWF’s Earth
Hour campaign to rally stores and customers around the issue of climate
change. The Group also highlights energy-efficient products in its stores
during occasional campaigns, as in France.
In Spain, guides to responsible consumption and recycling have been
published for customer and consumer use. At Internet
users are informed about sustainable development and the importance
of responsible consumption.
◗ A balanced diet for everyone
Given the public health challenges represented by excessive weight and
obesity, Carrefour is developing a proactive policy designed to promote
a balanced diet for everyone. Through its specifications, Carrefour insists
that its suppliers guarantee nutritional value that meets market standards.
◗ Specifically adapted product ranges
For several years, the Group has been developing targeted product
ranges to address the nutritional needs of certain consumer groups,
such as newborns, children, the gluten-intolerant, and those who must
reduce their salt consumption.
Carrefour Baby meets the latest expectations of parents seeking high-
quality and affordable products for their infants by offering foods for
children aged 0 to 3, developed in cooperation with a paediatrician and
a dietician who are experts in child nutrition.
The Carrefour Kids range, intended for children aged 3 to 10, currently
offers products specifically tailored to children’s needs.
Lastly, the Carrefour No Gluten range, available in Europe, was developed
especially for people who are gluten-intolerant. In Spain, Carrefour
offers one of the widest ranges of gluten-free items, with more than
500 products. These include cold meats, cheeses, pâtés, ice cream and
desserts, a wide range of canned foods, sauces, jams, grilled and fried
dried fruits, along with a large range of fresh products.
◗ Informing consumers about the need for a varied
and balanced diet
In all countries where it operates, the Carrefour group makes every
effort to promote a balanced diet and a healthier lifestyle, especially
among young people. To reach as many people as possible, Carrefour
spreads the message in a variety of ways, including websites, magazines,
participation in awareness campaigns and sponsorships, and promotional
efforts aimed at assembling affordable, balanced meals.
In addition to the product information which has been provided for
a number of years (including nutritional information, the Guideline Daily
Amounts (GDA) system for its own-brand products in Europe and the
phrase “Eat a varied, balanced diet and get regular exercise!”), in 2014
Carrefour launched the “aquellefrequence” programme. Developed in
cooperation with food and public health experts, this nutritional information
is presented on Carrefour products, indicating how often they should
be consumed as part of a balanced and varied diet.