Continente Debuts Circular Economy Range

Portuguese retailer Continente announced this past Thursday, July 20 the launch of a new private brand project. The Circular Economy project is a range of private brand preserves and chutneys produced from end-of-life products from its stores which make it the first range of products made from the surpluses of a retail chain.

The Circular Economy is deserving the attention of retailers around the world and is characterized by reuse or recycling, appearing in opposition to the Linear Economy model, which assumes that a product has a beginning and an end.

The distribution chain receives fresh fruit and vegetables every day, which means that the fresh produce of the previous day loses commercial value, even though they are still in a condition to consume. Hoping to put an end to the cycle of waste, the retailer decided to create a way to take advantage of these products.

The Continent’s new range of Circular Economy products consists of Tomato Soup, Pumpkin and Nut Jam, Tomato and Basil Jam, Pepper Chutney and Onion Chutney and is now available at some of the chain’s stores.

The preserves and chutneys are available in the following Continente stores: Matosinhos, Matosinhos Sul, Peniche, Colombo, Telheiras and Vasco da Gama.


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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.