Faced with competition and the drop in attendance, the discount Gifi brand is experimenting with an unprecedented formula in 22 of its stores: baskets of fresh fruit and vegetables at reduced prices, in partnership with a Breton wholesaler. Save save Receive Gifi alerts in difficulty, the Gifi brand seeks to reinvent itself. Since March 19, the bazaar giant at low prices tests a new offer: baskets of fresh fruit and vegetables at 5.99 euros for a minimum of 4.5 kg, reports Sud Ouest on March 30. Objective: to attract customers in store with an accessible, anti-waste and eco-responsible offer. Experimentation takes place in 22 points of sale in France, including that of Mareuil, in Dordogne. Every Wednesday, customers can buy these baskets made up of “extraordinary” products, excluded from traditional circuits for aesthetic defects, but always perfectly consumable. Read also: Discount: After Gifi, Stokomani’s turn to initiate a savings plan a partnership with a Breton actor from the anti-paspillage for this initiative, Gifi has teamed up with FinisteRestes29, a Breton wholesaler who recovers nearly 200 tonnes of unsold fruits and vegetables each year from local producers. These foodstuffs are then offered in the form of predefined baskets in participating GIFI stores. Philippe Brochard, new operational president of Gifi, is at the origin of this turn. It aims to diversify the group’s offer while reaffirming its low price positioning, in line with consumer expectations. The first returns are positive, according to the brand. Customers welcome both the variety and price of baskets, in a context marked by food inflation. It remains to be seen whether this punctual operation will be extended to 500 stores in the network. Nothing has yet been decided on this subject. Read also: Gifi in difficulty: other destocking brands in danger? The brand, in difficulty for several months, has escaped in extremis on sale. But no question of sanding champagne too quickly: its future is now written under the sign of financial restructuring, the establishment of new governance and a new strategic plan. Philippe Ginestet, boss and founder of the brand, left the field. However, he will occupy the presidency of the supervisory board. He was replaced by the former managing director of Auchan France, Philippe Brochard. Receive our latest news each morning, the information to be remembered on the financial markets. (tagstotranslate) gifi
