The agreement on the 2021 Price Quality Shield made it possible to enlarge the list of products and a further reduction in prices. A solid foundation on which E.Leclerc Réunion intends to rely to go even further by offering better quality products in its BQP 2021, mostly local and at prices lower than target prices. It is also the only major retail brand to include a “péi basket” made up of a minimum of five fresh fruits and vegetables..
Following discussions held at the start of the year and the signing of an agreement on February 25, the 2021 Quality Price Shield has entered its operational phase since April. 153 products (against 109 previously), including 66 local products (or 11 more) are now available in stores. They are divided into three subcategories with a maximum price for each basket : food and basic necessities (218 euros), hygiene products, home maintenance and equipment (97 euros) and infant products (34 euros). Or a global list capped precisely at 348,56 euros. Expansion of the list of BQP products, deepening the effort on prices and moving upmarket of products by favoring distributor brands at the lowest prices : faithful to its desire to promote responsible distribution guaranteeing quality products, if possible local, and at a fair price, the brand has implemented its own ambitious 2021 BQP. Since March 22, the products on its 2021 BQP list are available on shelves and on average 4% cheaper than the target price set by the agreement, i.e. a list displayed at 334.46 euros. E.Leclerc Réunion also wanted to strengthen the visibility of BQP 2021 products by very clearly displaying the list of products at the entrance to its stores. On the shelves, they are enhanced by new signage intended to be very impactful. “We do not see the BQP as a constraint, but on the contrary as a tool serving our commitment to the purchasing power of Reunion Islanders and the promotion of local products” underlines Pascal Thiaw-Kine, CEO of the E.Leclerc Réunion Movement.
A basket of fruits and vegetables
Following strong consumer demand, the BQP 2021 includes for the first time a basket composed of a minimum of five fresh fruits and vegetables, at least 60% of which are local. Varies depending on the season, the “péi basket” evolves every week. E.Leclerc Réunion is the only major retail brand to have committed to offering this “péi basket” and these good fresh products have already been available in stores since the beginning of April. “Establishing a BQP for fresh fruits and vegetables is complex, because prices fluctuate depending on the seasons and uncertainties, explains Pascal Thiaw-Kine. But our teams immediately mobilized and invested in this project because it fits perfectly with our values.. Being pioneers is in our DNA and I am certain that tomorrow the “péi basket” will be found on the shelves of all major retail brands, which will be excellent news for the people of Reunion. »
