by Dinghuan Hu and Xia Dandan

Regoverning Markets Innovative Practice series, 2007

Carrefour entered the Chinese market with an innovative demand: the adoption of quality lines. This study describes how the quality line is the control and supervising line conducted on raw and fresh agri-food. The standards are set from planting, processing and distribution in order to guarantee the quality and safety of products. To better control production Carrefour gives training and assistance to farmers along with a strong coordination of quality standards. Because small scale farmers are difficult to control, Carrefour works mainly with large scale farmers.

Photo: Planet RetailClearly, the aim of Carrefour's quality line is to serve the interests of the supermarket and to raise Carrefour's competitive power. However, there is a far-reaching significance for Chinese farmers, agri-food processing enterprises and consumers. The development of Carrefour's quality line is gradually changing the agri-food production mode and technology in China. Up to the present, their potential is great and their role should not be ignored.

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