The Consumer Goods Forum’s (CGF) member company Majid Al Futtaim Retail, owner of the Carrefour franchise in the Middle East and Africa has demonstrated its commitment to making healthier choices accessible to customers through its ‘Choose Better‘ programme, launched at COP28 in Dubai.  The programme aims to educate, empower and reward customers by making healthier and more sustainable choices accessible, affordable and appealing through in-store and online activations.

“The launch of ‘Choose Better’ is a testament to our dedication to health, wellness, and sustainability, aligning with our purpose to enable people to shop smarter and live better. It stands as a fundamental component of our mission, aligning seamlessly with Majid Al Futtaim’s commitment to The Consumer Goods Forum and the transformative goals set forth by the Forum’s Collaboration for Healthier Lives Coalition of Action.” said Hani Weiss, CEO, Majid Al Futtaim Retail. 

Majid Al Futtaim Retail is an active member in the CGF Collaboration for Healthier Lives Coalition of Action which brings retailers and manufacturers together to empower people to live healthier and more sustainable lives, while creating shared value for business and communities. 

According to the UAE’s National Nutrition Strategy, 12% of adults suffer from diabetes and 83% do not consume the recommended five servings of fruit and vegetables a day. Majid Al Futtaim Retail, owner of the Carrefour franchise’s customer insights show that while customers want to lead healthier lifestyles, they struggle to find a range of healthier food options at affordable prices.

Sustainability and health are closely linked and this programme embraces both. Not only will healthier products be available and accessible in stores but MAFCarrefour is also going further by: 

  1. Reverse vending machines to encourage customers to recycle their plastic bottles and cans;
  2. Procuring shirts as part of their staff uniform made from recycled plastic bottles; and
  3. Making available hydration stations that offer free water to customers, provided they have a reusable bottle to fill up, to name a few. 

In addition, Majid Al Futtaim Retail introduced environmental ratings and displayed embodied carbon footprint through a partnership with sustainability rating agency HowGood

“Majid Al Futtaim Retail have set a brilliant example of combining commitments to health, wellness and sustainability, for other companies to follow. I hope to see this scale to their stores in other markets bringing more consumers on the journey with us,” said Sharon Bligh, Health and Sustainability Director at The Consumer Goods Forum.

Sharon Bligh, CGF with Majid Al Futtaim Retail team at COP28 in Dubai. From left to right: Ahmed Al Derazi, Director of Communications, Johnathan Reddin, Sustainability Manager, Hani Weiss, CEO, Samar ElmnhrawySVP of Human Capital and Sustainability and Omar Katanani, Head of Sustainability

To join the #HealthierLives movement and find out more, contact the team below and follow us on social media 


To know more contact:

Sharon Bligh
Health & Sustainability Director
The Consumer Goods Forum

Zoe Daruwalla
Communications Officer
The Consumer Goods Forum