Carrefour New Pop-Up Store Puts Organic In The Spotlight

In Brussels, Carrefour Belgium has launched a remarkable pop-up store:  Act for Food Factory is a test lab where the retailer’s recent food commitments come to life. “With Act For Food, we want to help consumers make healthier choices,” said Baptiste van Outryve, spokesperson for Carrefour. This way, Carrefour is completely dedicated to organic, sustainable and local.

“The Act For Food program includes 15 promotions. Of these, two are specifically organic. Firstly, we want Carrefour Bio to be the cheapest organic store brand, without having to lower the purchasing prices of producers. Secondly, we want to help 50 traditional agricultural companies switch to organic. We want to increase the organic share this way, particularly the share of organic from Belgium. Up till now we’ve had some problems trying to find Belgian organic products.”

The pop-up store has a variety of aims. “We want to make sure people can try the products in the shop, so that they can discover the products. Besides, we want to encourage people to buy new products. Finally, we also invited schools, so that we can explain how food is produced.” The pop-up store in Elsene, France will be open until the end of the year.

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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.