The LabelVie Group, one of the leading retail companies in Morocco with the Carrefour brands, is strengthening its commitment to product quality and traceability. Following the success of its initiative on red meat, the group is now extending this approach to the fish, fruit & vegetable, and traditional product sections.
For the past ten years, LabelVie Group has focused its efforts on placing the customer at the center of its concerns by investing the necessary resources to establish strong collaborations with carefully selected agricultural partners. The group provides financial and technical support to strengthen these partnerships, sharing a common ambition for quality and service.
Fish: Quality and Traceability
LabelVie Group ensures fresh and healthy fish, raised without animal meal or oil, soy, or antibiotics. Since its launch in 2020, this initiative has provided complete traceability, from egg to delivery, for species such as trout, sea bass, and bream. These fish, raised in optimal conditions and with a balanced diet, meet the strictest quality and safety standards. They are appreciated for their savory taste and fine texture. The partner practices responsible aquaculture, minimizing environmental impact and preserving biodiversity.
Fruits and Vegetables: Sustainable Farming Practices
LabelVie Group’s fruits and vegetables are grown respecting Maximum Residue Limits (MRLs) without post-harvest chemical treatment. Products such as plums, peaches, nectarines, pears, and grapes benefit from integrated pest management techniques using biological methods.
The use of biological methods and drip irrigation optimizes water usage and minimizes environmental impact. Rigorous monitoring from the supplier to platforms, with detailed records of farming practices, ensures flawless traceability. By supporting local producers, LabelVie Group highlights national agricultural know-how and contributes to the socio-economic development of rural areas. The group also plans to launch other products such as apples, tomatoes, onions, and potatoes in the near future.
Traditional Products: Treasures of Moroccan Terroir
LabelVie Group showcases traditional products such as Majhool dates, renowned for their exceptional quality. The group also plans to launch a range of dried fruits and spices, adhering to the same traceability and quality control procedures as other products.
Ms. Naoual Ben Amar, Chief Executive Officer of LabelVie Group, states: “By expanding our ‘LabelVie Quality Sector’ initiative to new sections, we reaffirm our commitment to our customers and the local ecosystem. Traceability is crucial to ensure optimal quality and meet our customers’ expectations for transparency.”