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Carrefour presented this Friday its global alliance with Spanish chef Dani García to democratize haute cuisine and offer its customers high quality products at affordable prices.
This agreement will also allow the chef from Malaga, who has two Michelin stars, to grow hand in hand with Carrefour, as he will open the first physical space of La Gran Familia Mediterránea, his virtual delivery brand, in the supermarket of San Sebastián de los Reyes (Madrid).
In this way, Carrefour becomes the first physical sales space of Dani García’s delivery project. In addition, its iconic ‘bull’ sauce, which comes in different flavors (original, vegetable and gluten-free), will be on sale for the first time on the shelves of Carrefour supermarkets and hypermarkets.
The executive director of Carrefour Spain, Alexandre de Palmas, has recognized that this is an “important agreement” for the company. “With Dani we have many projects. The first is the ‘bull’ sauce, which is a symbol of Dani’s cuisine and which we can now offer to everyone. We also started the first physical space of La Gran Familia Mediterránea in Madrid and we hope to grow and that there will be more spaces,” he said.
“We want to make quality cuisine accessible with an affordable price for everyone. Carrefour wants to lead the food transition, offering quality food for everyone, but always at a more accessible price,” stressed De Palmas.
The Carrefour executive acknowledged that the opening of physical spaces of the digital brand of Dani Garcia, is an “advantage to have these concepts in a hypermarket,” stressed De Palmas.
For his part, the Malaga chef Dani García has welcomed this alliance with Carrefour, as he recognizes that they share “the same values”.
“When I left haute cuisine for a while, I wanted to invert the pyramid and take the tip of that pyramid to everyone, and years later we have done it. In life you have to do things that you believe in 100%. I didn’t want to have three stars for life and I left,” he confessed.
García has advanced the intention that La Gran Familia Mediterránea will continue to grow physically hand in hand with Carrefour. “It is the natural evolution of the business. We really wanted to do something physical and we have started and I hope there will be much more,” he acknowledged, while he has advanced that the next menu he will bring out will be with the ‘streamer’ Ibai Llanos.
Regarding the commercialization of his sauce, García explained the reasons why he decided to commercialize it and chose Carrefour. “I have had many offers to market the sauce in recent years, but it was not the right time, because it is a very special sauce for me. It’s the recipe of a lifetime, but someone came along and seduced me. I like long-term, solid collaborations,” he acknowledged.
In this way, this agreement reinforces the already existing collaboration between Carrefour and Dani García, after the recent alliances of last Christmas and the last edition of La Vuelta.
