Majid Al Futtaim Taps IBM Blockchain To Deliver Food Traceability Across Carrefour Stores

Majid Al Futtaim Taps IBM Blockchain To Deliver Food Traceability Across Carrefour Stores

February 23, 2021

Majid Al Futtaim, the owner of Carrefour stores across the UAE, has announced that it has joined IBM Food Trust, a blockchain-enabled global ecosystem for the food industry run on IBM Cloud.

Today, Carrefour is the first retailer in the region to deliver new levels of insight to consumers about the provenance of their food, which will help result in increased quality, credibility and safety. Majid Al Futtaim sources more than 80% of its products from the region in an effort to support local producers and suppliers, families and economies.

The initiative will start with two initial products, Carrefour-branded chicken and the store’s microgreen produce from hydroponic farms, before expanding into more product lines. The solution provides Carrefour customers increased trust, quality and safety. By simply using their smartphone to scan a QR code on participating products such as chicken, they get immediate access to actionable food supply chain data, from farm to shelf. The complete history of the product, including production process, certifications, date of birth, nutrition information and temperature data, are readily available in seconds once uploaded onto the blockchain.

Through the solution, Carrefour also aims to instill reliability and trust into Halal food. Not only are the Carrefour-branded chicken marked with a Halal symbol or logo, customers are able to view the full and authenticated Halal certification of the product. The certification guarantees that the products meets the requirements of Islamic law and therefore are suitable for consumption for those with Halal dietary requirements.

“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,” said Hani Weiss, Chief Executive Officer, Majid Al Futtaim Retail. “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.”

Majid Al Futtaim is engaging with its supplier partners to enable broader participation in this initiative, giving Carrefour customers access to traceability details across diverse products throughout the UAE, before introducing it to other Carrefour markets operated by the company in the Middle East, Africa and Asia.

“Thanks to the availability of advanced cloud-based, blockchain technology and the commitment of Majid Al Futtaim to deliver the highest quality to its customers, we are proud to be using this supply chain solution to provide the very best in quality, safety and trust to our customers in the markets we operate in,” Nalla Karunanithy, Chief Digital Officer at Majid Al Futtaim Retail said.

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