Carrefour Applies Blockchain to Private Brand Milk

    Following in the footsteps of Auvergne chicken and farmhouse fattened chicken, tomatoes, eggs and – most recently – Carrefour Quality Line oranges, Carrefour is continuing with its roll-out of blockchain technology and has applied it to a new private brand product: Carrefour Quality Line fresh micro-filtered full-fat milk.

    Starting in March 2019, Carrefour is going to gradually start selling Carrefour Quality Line fresh micro-filtered full-fat milk that takes advantage of blockchain technology.

    This CQL product is made with the Gillot dairy’s expertise using animals from within a radius of 30 km of the dairy and cows fed on GMO-free feeds, reared on modestly-sized farms in accordance with practices that ensure animal welfare.

    Blockchain technology guarantees consumers complete product traceability. Consumers can scan a QR code on the label with their smartphones and then access an interface which will give them a wealth of information about the route that the product has taken – from where it was farmed or grown, right up to the date it was placed on the store shelves.

    Consumers will be able to see the GPS coordinates of farmers whose animals’ milk was collected, get information about the cows’ feeds depending on the season, find out exactly when the milk was collected and where it was packaged, etc.

    They will also be able to use blockchain technology to identify the various stakeholders involved in the whole product line (names and photographs) and find out about what they do – their livestock rearing practices, using microfiltration to store the milk, conducting quality checks throughout the production process, for example.

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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.