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.

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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.

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.