German discounter Lidl France is currently promoting its private brand fresh produce at the annual Salon International de l’Agriculture, the Paris International Agricultural Show puts agriculture back at the center of French regions, society and lives.

The retailer is focusing on its meat private brand, L’Étal du Boucher, and its dairy private brand Envia.

The retailer is showcasing these at La Ferme Lidl (Lidl Farm), which promotes its ‘made in France’ message. It places emphasis on the fact that at least 70% of its products in French supermarkets are now French-grown or produced.

For its private brand Envia, Lidl is running a Bar à Lait (Milk Bar). It is also operating a restaurant, La Mangeoire Lidl (the Lidl Eatery), which offers a three-course meal for €14.99, and is made entirely from Lidl France products.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.