“Act For Food” movement of the French network aims to clarify doubts and encourage healthy habits
Participating in the food transition of Brazilians towards the consumption of healthier products is one of the central objectives of “Act For Food”, a worldwide movement and action of the Carrefour Group. For this purpose, the company seeks to understand the consumer’s journey and use technology to help with the in-store experience of the French chain.
Assuming that the consumer is present in several channels, the network invests in the integration between them so that the brand can talk with customers at different times. Particularly in relation to Brazilians’ food transition to a healthier mode of consumption, which according to Daniel Milagres, Carrefour Brazil’s senior marketing manager has the opportunity to grow this market.
Focus on the food transition
“About 73% of Brazilians try to insert healthy eating among their habits. Some want to eat better but run into price while others simply don’t have access to natural products regularly”, Daniel said during the trade marketing event, AEx, which took place in São Paulo in September. According to the Executive, Carrefour has the ambition to lead the process of food transition of Brazilians from the growing search for organic products and offer more information to consumers about what they consume.
Positioning itself ahead of this behavioral and cultural change, the French chain understands that the supermarket is an important part of the household supply process. Therefore, he understands that it is necessary to communicate a higher purpose in his actions.
“Today the consumer mixes not only the media but also the screens he uses in everyday life. We have to respect the times, and that’s why, since the beginning of this year, printed tabloids are no longer made for neighborhood stores”, said Carrefour Marketing Manager.