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Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Fruits central to new Carrefour brand

The French retail giant has announced the launch of its premium food range in Brazil under the name Sabor & Qualidade

Fruits central to new Carrefour brand

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Grapes, papaya and oranges are among the items of fresh produce set to be sold under Carrefour’s new Sabor & Qualidade brand in Brazil, with mangoes and tomatoes also expected to be added to the range later this year.

The launch of the trademark, which represents the first time the French group’s long established Filière Qualité range has been extended to the Brazilian market, will present shoppers with the retailer described as “an exclusive line of natural, authentic, high-quality and tasty products at a fair price, always produced to a high social and environmental responsibility standard and traceable at any stage of production”.

The new brand will be used on products that previously carried the Guarantee of Origin seal, including fruit, meat, eggs and fish sourced from around the country.

The group said the launch of Sabor & Qualidade was part of its global transformation plan Carrefour 2022, announced earlier this year.

“One of the company's main goals is to lead the food transition in Brazil and worldwide – a move to expand the supply of healthy and organic food at a fair price, including the revitalisation of the Carrefour brand's offerings,” it added.

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