In 2017, Carrefour launched the 'Black Supermarket' campaign to protest laws limiting the sale of unregistered fruit and vegetable varieties, which constituted 97% of all produce. By openly selling these 'illegal' varieties in their stores, Carrefour highlighted the absurdity of such regulations and advocated for agricultural biodiversity. This bold move not only shifted public perception but also contributed to changes in EU legislation, allowing for greater variety in produce cultivation and sale.