Majid Al Futtaim’s Carrefour “Choose Better” programmeCase study 3 Based in Dubai, Majid Al Futtaim is a leading regional conglomerate renowned for its pioneering role in retail and real estate. Its retail business, Carrefour, launched the “Choose Better” programme focusing on three pillars – “Better for You”, “Better for the Planet” and “Better for Communities”. The programme aims to support healthier lifestyles, environmental sustainability and community support. Source: Majid Al Futtaim interviews and materials review.Technology innovations –Data transparency and sustainability labelling: Carrefour – in collaboration with HowGood, a US-based independent research company with the world’s largest database on product sustainability – introduced climate labels that provide sustainability ratings for products, evaluating key dimension such as emissions and social-environmental impacts. In-house, the company developed a nutrition calculator to help consumers make informed choices. The company uses blockchain to enhance product traceability. Outcomes –8.3% sales increase on products with environmental attributes in pilot stores. Lessons learned –Labels and data transparency can drive consumers towards more sustainable choices. –However, sufficient incentives, simplified metrics and consumer education are crucial to promoting long-term behaviour change.Blockchain traceability Business model innovations –Consumer engagement and incentives: To promote better choices, Carrefour highlights quality products in stores, rewards customers with extra loyalty points, hosts wellness events and partners with public and private sectors to drive awareness through in-store engagement and community outreach. –Product promotion and accessibility: The company expanded healthier, sustainable private-label products while strengthening local sourcing to support nutrition, affordability and the local economy –Pilot store: A COP28 flagship store showcased circular design and energy- efficient features, offering sustainability features such as reverse vending machines to recycle plastic bottles and cans, fostering sustainable habits. From Scarcity to Solutions: Food-Water Innovation in Asia and the Middle East 21

From Scarcity to Solutions 2025