Carrefour, operated in Kenya by Majid Al Futtaim, has announced the launch of ‘Choose Better’. A comprehensive health and sustainability initiative. It’s aimed at educating, empowering, and rewarding customers. Those who make healthier and more environmentally responsible choices.
Supporting Kenya’s Health and Sustainability Goals
However, the ‘Choose Better’ programme aligns with Kenya’s national priorities on public health, food security, and environmental sustainability. It is designed to promote better lifestyles by encouraging customers to adopt healthier eating habits and support locally sourced, sustainable products.
Through enhanced product labelling and educational campaigns, Carrefour is bridging the gap between health awareness, customer behaviour, and sustainable living. The initiative seeks to make fresh, nutritious food options more visible and accessible, while reinforcing Carrefour’s position as a responsible retail leader in the region
Easier Choices for Better Living
Customers will now be able to identify healthier and more sustainable products through clearly marked labels in Carrefour stores and on its digital platforms. Items under the ‘Choose Better’ category include those that are:
Nutritious – backed by clear nutrition information
Locally grown – labelled as ‘Grown in Kenya’ to support local farmers
Environmentally responsible – using eco-friendly packaging or responsibly sourced ingredients
Carrefour’s Private Label range also plays a key role, offering affordable yet high-quality alternatives without compromising on health or sustainability standards.
Currently, over 680 fruits and vegetable items carry the ‘Choose Better’ label, with new additions expected as the programme expands.
Exclusive Rewards for Healthier Choices
In addition to encourage healthier purchases, Carrefour is offering exclusive discounts and bonus MyCLUB loyalty points on select ‘Choose Better’ items throughout the year. These incentives aim to nudge consumers toward better food decisions, creating long-term impact on public health.
Empowering Communities Through Nutrition Education
The programme’s impact goes beyond store shelves. Further, Carrefour has introduced school tours focused on nutritional education, teaching students the fundamentals of balanced eating using the ‘Healthy Plate’ model.
So far, 210 students from SOS Children’s Village and Kibathi Junior School have benefited, with more school engagements planned. This initiative supports national public health efforts by fostering healthy habits early in life.
A Response to Kenya’s Public Health Challenge
The launch comes against the backdrop of growing concerns about nutrition in Kenya. According to a recent report by the National Council for Population and Development. 94% of Kenyan adults do not meet the World Health Organisation’s recommended daily intake of fruits and vegetables.
Leadership in Sustainable Retail
Commenting on the launch, Christophe Orcet, Regional Director, East Africa, Majid Al Futtaim Retail, said:
“At Carrefour, we believe retail plays a critical role in encouraging better choices that contribute to healthier communities and a more sustainable future. The ‘Choose Better’ programme is a powerful testament to our unwavering commitment to customer wellbeing. Our dedication to supporting local businesses, and upholding environmental responsibility.”
Additionally, with the launch of ‘Choose Better,’ Carrefour is setting a benchmark for transformative retail practices in Kenya. Therefore, empowering shoppers to make choices that are good for their health, their communities, and the planet.