CARREFOUR Colombia adopts new private label strategy

In Colombia, In 2007 Carrefour will adopt a new private label strategy with the launch of two new local private labels. "Tierra de Colombia" is a range of local recipes or specialities (is the equivalent of Reflets de France). "Sustitución de Cultivos Ilícitos" are "alternative to illegal cultivations" products which are supporting farmers who give up producing coca and grow legal crops such as coffee and cocoa instead.