Carrefour goes Superlocal in Provence

The international marketing magazine for fresh produce buyers in Europe
Tom Joyce

BY TOM JOYCE

@tomfruitnet

Carrefour goes Superlocal in Provence

The French retailer is highlighting the know-how of local producers and the particular soil of Provence as it builds up its Superlocal range

Carrefour goes Superlocal in Provence

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Over the last six years, French retailer Carrefour has sought to turn its Salon-de-Provence platform into an exemplar of local production, above all of Provençal production.

To achieve this aim, Végétable reports, many producers are being brought together under a single brand, Superlocal, for which unique packaging has been created, as well as an individual design, to make the range identifiable at first glance.

Popular summer products, including tomatoes, aubergines, apricots, peaches, nectarines, melons and courgettes, reportedly make up the range, all sourced exclusively from Provence.

These products are being promoted through a humorous communication campaign that appeals to customers and caters to the greatest number by highlighting the know-how of local producers, as well as the soil of Provence.

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