Carrefour launches Potager City: its new local fresh produce brand

Thu 16/03/2023 by Richard Wilkinson

Carrefour has announced the opening of its first 2 Potager City stores in Paris to meet the essential food needs of city dwellers thanks to a range of fresh quality products at the right price. This new local format complements the e-commerce delivery offer for fruit and vegetable baskets deployed by Potager City for 10 years and strengthens Carrefour’s position as the leader in local food retail in France.

Through this new format, Carrefour Proximité intends to give priority to taste thanks to a large choice of product varieties, as well as ultra-fresh products and short circuits with direct purchases from producers in transit from Rungis.

In particular, the stores will give pride of place to fruit and vegetables with an offer of up to 100 references on more than 50% of the store’s surface area, a large part of which is seasonal, to allow optimal price accessibility. It will be supplemented, depending on the store, by a selection of groceries in partnership with Omie & Cie, which promotes generative agriculture** (up to 170 references) and self-service fresh products, such as cheeses, dairy products, charcuterie, ultra-fresh products, etc. (approximately 230 references).

The Potagers City stores will also be a pick-up point for fruit and vegetable baskets that can be ordered directly on the brand’s e-commerce site.

“With this new format, we want to defend the values of sharing, authenticity and delicacy that drive local production in many regions. For this, we have bet on a sharp selection that enhances the raw product by looking for the right producer, the right refiner, the right partner, with the right price at the right time. Potager City is a “good finder” which resides in a strong belief in terroirs and know-how!” said Benoît Soury, Executive Director Carrefour Proximité France and Organic Market.

Potager City aims to support consumer expectations in terms of healthy food, which today go beyond organic and now extend to short circuits, local supply, and sustainable agricultural products. In particular, the banner makes it possible to contribute to achieving the objective of 8 billion euros in turnover achieved through certified sustainable products, which is part of the Carrefour 2026 strategic plan.

In addition to the stores on rue de Tolbiac and rue de Seine, a third point of sale will open at the end of March in Paris. After these first openings in the 1st quarter of 2023, the Group will decide on the expansion of this new brand within Carrefour Proximité.


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