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Reflets de France, a brand History

November 3, 2011

Reflets de France brand is dedicated to products from the French culinary heritage.

10 years ago, Carrefour launched Reflets de France, the first private label brand to showcase locally produced products.

Born of a desire to cooperate with small and medium-sized companies (SMEs) within a joint initiative, the Reflets de France brand is entirely dedicated to products deriving from French culinary heritage. Today, Reflets de France is one of the top 30 brands sold in France. It is made up of over 300 products sold at Carrefour, Champion, 8 à huit, Marché Plus, Shopi, Proxi, Sherpa and Promocash, and on Ooshop. Reflets de France generates sales of 320 million euros, a figure that has grown tenfold in 10 years! This success is the fruit of close collaboration between Carrefour and its 140 partners, of whom 80% have been with the brand since 1997.

300 products, selected for their authenticity

The French are anxious to conserve their culinary heritage. To respond to this new demand, the Reflets de France brand selected 300 products from all French regions: (Alsace, Alpes Pays de Savoie, Aquitaine, Auvergne, Burgundy, Brittany, Centre Val de Loire, Champagne Ardenne, Côte d’Azur, Corsica, Franche Comté, Ile de France, Languedoc Roussillon, Limousin, Lorraine, Midi Pyrenees, Nord-Pas de Calais, Normandy, Pays de La Loire, Poitou-Charentes, Provence Alpes du Sud and Rhone Alpes).

“Our mission is to safeguard the richness that makes our French gastronomic heritage the richest in the world. For that, we place quality and authenticity at the heart of our concerns,” explains Alain Fretellière, director for the Reflets de France brand.

The products selected are manufactured according to strict criteria to ensure their quality, authenticity and the respect of tradition:
– The place of production, be it a geographical zone or a region within which the know-how associated with the product is held
– The history of the product, passed on between individuals, families or entrepreneurs, thus perpetuating traditions and local culture
– The expertise, born of a tradition that is at times ancestral and responding to current sanitation and food safety standards
– The balanced and sustainable development of the company, through its activities, its products and local resources, but also through its production and sales capabilities.

To guarantee the authenticity and the taste of the products selected, Reflets de France has called on some of the biggest names in French cuisine. Master chef and restaurant owner Joel Robuchon, for example, acts as a consultant at regular tasting sessions
All these factors contribute to making Reflets de France one of the 30 top-selling brands in France, in stores large and small and with sales that have grown tenfold in ten years.

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