Carrefour Spain Licenses Gluten Free System

Grocer, Carrefour Spain and the Federation of Celiac Associations of Spain (FACE) have signed an agreement to use the European licensing system (ELS) ‘Espiga Barrada’, or Crossed Grains, for the retailer’s private brand gluten-free products.

The ELS is administered by the Association of European Celiac Societies, and producers and retailers who have the certification can use the Crossed Grain trademark on their gluten-free sales in over 30 European countries.

Since 2007, Carrefour Spain has offered the ‘No Gluten’ private brand range. The line includes baked goods such as buns, croissants, muffins, biscuits, sliced bread, pizza bases, pastas.

According to the retailer, ‘Carrefour aims to lead the food transition in our country. Consumers demand more and more information about the products they eat and the chain, in response to the need of customers, bet on a more quality, sustainable and respectful with the environment.’

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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.