Carrefour launches 'Choose Better' campaign to push healthy and sustainable shopping in Kenya

The initiative is part of the company’s broader strategy to promote better lifestyles and accelerate sustainable retail practices that align with Kenya's national priorities in public health, food security, and environmental sustainability.

The 'Choose Better' program will help shoppers easily identify products that are healthier, locally sourced, or environmentally sustainable thanks to clear nutrition information and distinct labelling.

"The programme makes fresh, nutritious options more visible to customers and encourages better eating habits through enhanced labelling for products that are healthier, locally sourced, or environmentally sustainable," reads a statement from the company.

This includes a prominent ‘Grown in Kenya’ label, encouraging support for local farmers, and indicators for eco-friendly packaging and responsible sourcing. Carrefour's Private Label products also fall under this objective, ensuring both value and quality.

The company says over 680 fruit and vegetable products have already been tagged under the 'Choose Better' label across Carrefour stores and its mobile app, with more items to be added continuously.

To further incentivise these conscious choices, customers purchasing these designated products will receive exclusive discounts and bonus MyCLUB loyalty points on select fresh items throughout the year.

“At Carrefour, we believe retail plays a critical role in encouraging better choices that contribute to healthier communities and a more sustainable future," says Christophe Orcet, Regional Director – East Africa at Majid Al Futtaim Retail.

"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. It’s about empowering our customers to make more informed choices that benefit themselves, their communities, and the planet.”

Beyond the retail aisles, 'Choose Better' extends its impact through impactful community engagement. Carrefour has initiated school tours focused on nutritional education, teaching students the fundamentals of balanced eating through the 'Healthy Plate' model.

The program has already welcomed 210 students from SOS Children’s Village and Kibathi Junior School, with ambitious plans to expand to more schools in the coming months. This proactive approach contributes significantly to wider public health initiatives by instilling healthier habits from a young age.