Local Heroes on the Shop Floor: Auchan's Tribute to Regional Producers
Plaisir, vrijdag, 6 juni 2025.
Auchan launched a striking national campaign last weekend to support local food producers. During the Agricultural Days, they opened their shop floors to regional makers, enabling consumers to directly connect with the origin of their food. Led by Guillaume Darrasse, the campaign offers customers the unique opportunity to meet the faces behind the products. The initiative emphasises transparency in the food chain and strengthens the bond between producers and consumers by placing origin, production method, and authenticity at the centre. A strategic move that responds to consumers’ growing need to make conscious and local food choices.
National Campaign for Local Producers
Auchan launched a nationwide operation from 6 to 9 June focused on promoting local food producers. At locations such as the hypermarket in Plaisir, approximately fifteen regional producers were invited to present their products directly to customers [1].
Auchan’s Strategic Approach
The retail company has already established over 280 strategic supply chains, based on sustainable contracts that provide certainty for local producers. This approach not only guarantees the origin of products but also ensures fair compensation for producers [1].
Key Figures
The campaign was officially opened by Guillaume Darrasse, Director of Auchan Retail, and attended by Valérie Pécresse, President of the Regional Council of Île-de-France. The presence of these prominent figures underscores the importance of the initiative [1].