French supermarket retailer Auchan Retail has launched a new biodiversity label on its private-label food products in France, aiming to give shoppers clearer information about the environmental impact of their food choices.
The initiative introduces a “Biodiversité” mark that highlights farming practices designed to help protect and restore biodiversity. The first products carrying the label are Agen prunes sold under Auchan’s “Cultivons le Bon” programme.
The project was developed in partnership with Collectif Nouveaux Champs, an organisation that works with farmers to promote more sustainable agricultural production.
The labelled prunes are produced by Roucadil-Prunidor and will begin appearing in Auchan stores across France, Spain and Portugal from the end of March.
Promoting Sustainable Agriculture
The biodiversity label is designed to help consumers better understand how agricultural practices affect ecosystems.
According to the programme criteria developed by Collectif Nouveaux Champs, farms must implement measures such as agroecological infrastructure, improved soil management and reduced pesticide use. The label also encourages responsible fertilisation practices intended to protect biodiversity around farmland.
Auchan said the new initiative forms part of its wider transparency commitments across its private-label product range.
The retailer already provides additional product information such as Nutri-Score nutrition ratings, Origin’Info sourcing data and animal welfare labelling on selected products.
By adding biodiversity information, the company aims to give shoppers more visibility into how food is produced and the environmental impact behind agricultural supply chains.
Retail Launch Across Three Countries
The first labelled products are Agen prunes marketed under the Auchan Terroir range.
They will be available in stores across France, Spain and Portugal starting at the end of March. The products will be sold at €3.99 for a 250-gram pack and €5.85 for a 500-gram pack.
Auchan plans to expand the biodiversity labelling initiative to other fruits and vegetables in the future as part of its private-label sustainability strategy.
The project has already received the 2026 Product Launch Trophy from Collectif Nouveaux Champs, recognising the partnership’s work to raise consumer awareness around biodiversity and food production.
The organisation works with farmers across France to encourage agricultural practices that support environmental protection and long-term food system resilience.
Why it matters
Sustainability labels are becoming increasingly important across the European grocery sector as retailers face growing pressure to improve transparency around sourcing and environmental impact.
By introducing biodiversity information directly on private-label products, Auchan is testing a new way to communicate farming practices to shoppers.
The initiative also reflects a wider shift among retailers across the France supermarket sector toward stronger sustainability reporting and more detailed product labelling.
Editor’s Note: This article is based on an official announcement from Auchan Retail regarding the launch of a biodiversity label on private-label food products in France, developed with Collectif Nouveaux Champs.
