Carrefour’s Hidden Gems… Hidden a Little Too Well?

In this episode of The Retail Influencer by 20/CENT Retail, I take you behind the scenes of a fascinating conversation I recently had — in French — with Morgane Lambaux from Carrefour Belgium.

Together, we explored one of Carrefour’s most interesting — yet still relatively unknown — initiatives: the Carrefour Quality Lines (Filières Qualité Carrefour – FQC). From local sourcing and transparency to fair partnerships with farmers and long-term retail differentiation, this project offers a unique perspective on how Carrefour is trying to rethink part of its assortment strategy.

During the episode, Morgane explains how Carrefour collaborates with producers and cooperatives to develop products that go beyond traditional standards, while progressively making local quality products more accessible to consumers.

From Belgian apples and carrots to meat, dairy and Belgian Gouda cheese, this conversation offers a behind-the-scenes look at a retail initiative that combines sustainability, traceability, taste and local agriculture.

One of the most interesting parts of the discussion also revolves around a surprising paradox: despite representing more than 300 products and existing for more than 25 years in Belgium, the Carrefour Quality Lines are still not widely known by consumers.

This podcast episode was originally recorded in French.
If you would like to discover the full conversation and hear Morgane Lambaux explain the project in greater detail, I warmly invite you to listen to the French version of the episode.

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