Carrefour will become the first retailer in the region to offer new levels of insight and transparency to its customers. Credit: PRNewsfoto/IBM.

UAE’s Majid Al Futtaim has joined IBM Food Trust to provide food traceability for Carrefour customers in the Middle East, Africa and Asia (MEAA) region.

Majid Al Futtaim owns and operates the Carrefour franchise in MEAA.

Powered by IBM Cloud, IBM Food Trust is a blockchain-enabled global ecosystem for the food industry.

As part of the agreement, Majid Al Futtaim will implement the technology across Carrefour’s own fresh chicken brand and microgreens harvested from select in-store hydroponic farms product categories.

The company expects to expand the initiative to more product lines.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Majid Al Futtaim retail chief executive officer Hani Weiss said: “Trust in the food supply is becoming increasingly important worldwide, a trend accelerated by changing consumer demands and the subsequent health and wellbeing concerns arising from the Covid-19 pandemic.

“It is therefore imperative for us to invest in ensuring quality throughout the value chain while simultaneously working to build robust customer trust and loyalty. In meeting the new market expectations, we are now offering enhanced food traceability for our valued Carrefour customers and improved operational efficiency for our business.”

With IBM Food Trust, Carrefour will be able to record information about products throughout the manufacturing, processing, distribution and handling process.

Customers will gain access to this actionable food supply chain data, from farm to store shelf, by scanning a QR code using a smartphone on participating products.

The initiative will first be launched in the UAE and later introduced across the MEAA region.

Besides IBM Food Trust, Majid Al Futtaim has already implemented Automated Click & Collect, Mobile Scan & Go and the launch of an online marketplace as part of digital transformation across Carrefour operations.