Intermarche has launched new own label for fruits and vegetables, called “Mon Marche Plaisir”, after following a process of improving fruits and vegetables assortment started in October 2013.
- The new label covers 30 fresh products available in its 1,800 stores and targets 15% market share of its fresh assortment by 2015.
- The label launchied involved specific internal organization in logistics and personal assistance in the store selling area, the customers being assisted and advised by trained personnel in the fresh produce department.
- Intermarche's turnover from fresh fruits and vegetables reached EUR 1.29 billion , ranking it as the market leader. The retailer expects a sales increase of EUR 170 million in 2015 following the launch of its own label offer.
In April 2014, Intermarche has also carried out a campaign of stopping the wasting of food and encouraging the consumption of aesthetically damaged fruits and vegetables, called “Fruits et Légumes Moches”, that proved successful and was appreciated by French consumers.