Majid Al Futtaim taps IBM blockchain for food traceability at Carrefour stores

Carrefour will use blockchain to enable food traceability across the supply chain.

Majid Al Futtaim, which holds the Carrefour franchise for the Middle East, Asia and Africa, will leverage IBM Food Trust, a blockchain-enabled platform for the food industry run on IBM Cloud.

The initiative will start with two initial products categories, Carrefour’s fresh chicken brand and microgreens harvested from select in-store hydroponic farms, before expanding into more product lines.

Customers will be able to get immediate access to food supply chain data, from farm to store shelf by scanning a QR code on participating products. The history of the product, including production process, halal and hygiene certifications, date of birth, nutrition information and temperature data, will be immediately available once uploaded onto the blockchain.

Almost two-thirds (73 per cent) of respondents to a survey conducted by the IBM Institute for Business Value (IBV) said traceability of products is important to them. Of those who said it was very important, 71 per cent of respondents indicated they are willing to pay a premium for brands that provide it.

“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.”

Read: Why fintech is on the brink of rapid expansion in the GCC

Majid Al Futtaim says it is engaging with its supplier partners to enable broader participation in this initiative in the UAE, before introducing it to other Carrefour markets operated by the company in the Middle East, Africa and Asia.

Today’s announcement is the latest digital initiative by Majid Al Futtaim across its Carrefour operations. The retailer has in the recent past initiated Automated Click & Collect, Mobile Scan & Go as well as the launch of an online marketplace.

IBM Food Trust uses decentralised ledgers to record transactions. Through a collaborative blockchain network, critical information such as product origin, transportation, and ingredients, can be logged and accessed quickly by permissioned participants across the value chain and ultimately customers.