(Yicai Global) Nov. 9 -- Brazilian meat processing giant JBS will begin selling its high-quality meat products in East China’s Carrefour supermarkets by the end of the year, affording local consumers great convenience in buying such products.

JBS will have branded stores in East China’s Carrefour supermarkets and is experimenting with the store-in-store model in some, per a USD10 million purchase agreement JBS penned with Carrefour China during the China International Import Expo, saying Carrefour China will oversee the industrial chain supply of the meat products, the Beijing News recently reported.

JBS plans to span the whole Chinese market via Carrefour’s more than 200 stores and its sales network.

“Consumers were only able to eat this high-priced meat at restaurants in the past but will be able to buy such products in Carrefour in the near future,” Wan Jiugen, director of fresh food purchase and sales with Carrefour China, said, noting each Carrefour store will have JBS retail, service and sales outlets.

The store-in-store model is a new retail setup Carrefour China has used since Nanjing-based retail titan Suning.Com acquired a controlling stake in it in January last year. This means setting specialty boutique stores for a certain commodity in Carrefour supermarkets to meet consumers’ varying demands based on supermarket location and local residents’ consumption features and habits.

Founded in 1953, São Paulo-based JBS is the world’s largest meat processing company. Carrefour formed in 1959 and is headquartered in Boulogne-Billancourt, France. It landed in China in 1995.

Editor: Ben Armour, Xiao Yi