Supermarket goes organic

… or rather, the supermarket is opening organic store brands.

I know it might sound funny, but you see, the big retail chains have decided to start opening 100% organic stores.

I have to tell you, I'm not sure what to make of it. I was already more than skeptical about the opening of Cœur de Nature (Auchan's organic version), but now, I'm a bit speechless.

Yes, because for both stores, the promises are great. For Carrefour Bio, it's more of a small 170m² shop, highlighting delicatessen products and even organic snacking (this is the big novelty everyone is emphasizing), and cleaning products. Whereas Cœur de Nature is more of a 1,000m² supermarket with a butcher, bulk section, and fishmonger (I read that it's more oriented like a Whole Foods). With 13,000 references, including Auchan's organic ranges at low prices.

I must tell you that I haven't tried either because I don't live in the Paris region (yes, province power). But initially for Cœur de Nature, a buyer had contacted us because they might have been considering stocking organic baby clothes. The reality is that today Peau-Ethique is not distributed in that store.

So, I wonder about the fact that large retailers are investing in organic products. At the same time, let's not be sectarian; organic shouldn't only be for a small number of people. Because let's not forget, a buyer who comes to organic, even through supermarkets, can then take other steps and, for example, buy organic lingerie from me, or organic cosmetics from others... Because our goal is still to show those who don't consume organic that organic is still better.

But what is the goal for supermarkets? Because there are specialized stores of this size (like La Vie Claire or Biocoop). Profit? Probably. Because let's not forget, the organic food sector is the only sector that is growing, and I think everyone wants a piece of the pie.

However, let's not forget the policies of supermarkets that are currently looking to increase their margins at the expense of the producer. They always have impeccable fruits and vegetables, even if it means throwing them away or not buying them from the producer.

After all, we shouldn't make consumers who shop at these stores feel guilty. It might be closer to their home or workplace. And after all, they are buying organic. The stores have stocked organic products, which is always better than conventional.

Anyway, I think that from a marketing perspective, naming the store Cœur de Nature is a good idea; it's not associated with Auchan at all. Conversely, Carrefour Bio, well, no need to explain. Not sure if THE organic clientele would go to Carrefour Bio when they might prefer Cœur de Nature.

Otherwise, who has tried these two stores?