Supermarket giant, Carrefour, announces new initiative called 'Choose Better' aimed at promoting healthier, environmentally-friendly lifestyle choices.
Carrefour Kenya has introduced a new initiative, 'Choose Better,' aimed at educating, empowering, and rewarding shoppers for making healthier and more sustainable lifestyle choices. The programme aligns with Kenya's national agenda on public health, food security, and environmental sustainability.
Key aspects of the 'Choose Better' initiative include:
Product Labelling
Over 680 fresh fruits and vegetables have been tagged with the 'Choose Better' label across Carrefour stores and its app. These labels highlight healthier, locally grown, or environmentally sustainable products. The labels also provide clear nutritional information and a 'Grown in Kenya' mark to identify and support local farmers.
Sustainability Focus
The programme emphasizes products with eco-friendly packaging and responsible sourcing, encouraging consumers to opt for greener options.
Customer Rewards
Shoppers can enjoy exclusive discounts and earn bonus MyCLUB loyalty points on select fresh items throughout the year as part of the 'Choose Better' programme.
Support for Local Farmers
By emphasizing locally sourced products, the initiative bridges the gap between consumers and Kenyan farmers, promoting food security and economic sustainability.
Private Label Integration
Carrefour's own private label products are integrated into the 'Choose Better' initiative to ensure quality and value without compromising taste or sustainability.
Community Outreach
The 'Choose Better' initiative extends beyond the store experience to include community outreach. Carrefour has launched school tours that focus on nutritional education, introducing students to the 'Healthy Plate' model.
The 'Choose Better' initiative is part of Carrefour's broader strategy to promote better living and accelerate sustainable retail practices. By making healthy and sustainable choices straightforward and rewarding, the programme supports both individual health and environmental goals while boosting local agriculture.
Christophe Orcet, Regional Director - East Africa at Majid Al Futtaim Retail, explained that the programme is about empowering customers to make more informed choices that benefit themselves, their communities, and the planet.
While no information was provided about rewards for customers participating in the 'Choose Better' programme, the initiative reflects Carrefour's commitment to customer well-being, support for local businesses, and environmental stewardship. The programme also reinforces Carrefour's role in bridging the gap between health education, consumer behavior, and sustainable living.
[1] Carrefour Kenya Press Release (2025) [2] Majid Al Futtaim Retail Press Release (2025) [3] Government of Kenya National Agenda on Public Health, Food Security, and Environmental Sustainability (2022) [4] National Council for Population and Development Report on Nutritional Status of Kenyan Adults (2020) [5] Carrefour Kenya School Tour Programme (2025)
- Carrefour Kenya's 'Choose Better' initiative focuses on product labelling, where over 680 fresh fruits and vegetables have been tagged with a label that highlights healthier, locally grown, or environmentally sustainable options.
- This programme also prioritizes products with eco-friendly packaging and responsible sourcing, incentivizing customers to choose greener options.
- Shoppers who participate in the 'Choose Better' programme can enjoy exclusive discounts and earn bonus MyCLUB loyalty points on select fresh items throughout the year.
- By promoting locally sourced products, the initiative supports Kenyan farmers and contributes to food security and economic sustainability.
- Carrefour's private label products are integrated into the 'Choose Better' initiative to ensure quality and value without compromising taste or sustainability.
- The 'Choose Better' initiative extends beyond the store experience with community outreach programs, including school tours that focus on nutritional education using the 'Healthy Plate' model.
