Carrefour Belgium Extends BIO Fairtrade

\"\"Grocer Carrefour Belgium has extended its private brand Carrefour BIO Fairtrade confectionery range, to include to 113 fair-trade products.

Since April 2017, all the cocoa used in Carrefour’s private brand pastries has been Fairtrade certified, Today, Carrefour is developing its first range of Carrefour BIO pastries, whose two chocolate varieties are also Fairtrade Cocoa.

The retailer launched the products to coincide with this year’s Fairtrade Week, which runs from October 3 to 13 and aims to raise awareness of the importance of guaranteeing a fair price per on cocoa.

In a statement, Carrefour said that it was seeking to offer quality products that are both ‘respectful of the planet as well as respectful of producers.’

To date, Carrefour has already been offering Fairtrade\’s most extensive range of private brand Belgian retail products:

  • coffee, all Carrefour Sélection coffee is Fairtrade, as well as the Carrefour coffee shop BIO
  • bananas
  • jam, Carrefour is the only one to offer Fairtrade jam in supermarkets Carrefour chocolate BIO
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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.