Carrefour Italia, the Italian arm of the French retail group has announced the launch of a new brand to highlight sustainable practices and home-grown produce.
According to the retailer, the new Filiera Qualita brand will be added to products from 4,700 suppliers demonstrating high ethical standards, including avoidance of antibiotics, animal welfare, support for biodiversity and environmentally-friendly practices . The brand range is also said to support local and smaller businesses that would not otherwise be able to expand to other geographic markets.
Among agreements signed by Carrefour are for the supply of sustainably produced beef and veal from leading Italian meat producer Inalca, and for a research framework related to the growing of citrus fruit.
The retailer said it aimed to use the Filiera Qualita label to reduce its environmental impact across the supply chain and to ensure the quality of both its final products and production processes.