Carrefour Kenya has unveiled its ambitious “Choose Better” campaign in Nairobi this week, marking a significant step in the retailer’s drive to encourage healthier and more environmentally friendly shopping habits.
Operated by Majid Al Futtaim, the initiative is tailored to empower Kenyan consumers to make informed choices that benefit their wellbeing, the planet, and local communities.
At the heart of the campaign lies a simple yet powerful insight: many shoppers aspire to lead healthier lives but often lack access to affordable, nutritious options.
Drawing inspiration from a similar programme rolled out at COP28 in the UAE, which incorporates eco‑labels, nutritional education, and incentives, Carrefour Kenya is adapting the model to local needs.
The initiative unfolds across three pillars: “For You,” which spotlights nutritious and fresh produce; “For the Planet,” featuring transparent environmental labelling powered by HowGood; and “For Communities,” emphasising support for local farmers.
Under this scheme, customers will find product info tags and pricing prompts highlighting healthier and sustainable options alongside rewards such as extra loyalty points and occasional price discounts.
Sustainability has been a core pillar of Carrefour’s operations in Kenya, notably through its direct sourcing partnership with Tigoni Grown. This collaboration ensures produce such as tomatoes and leafy greens come fresh from local farms, supporting over 350 Kenyan farmers and promoting eco-friendly agriculture.
The “Choose Better” campaign will expand such sourcing, enabling consumers to trace their food from farm to shelf, reinforcing trust in the retail chain.
Majid Al Futtaim Kenya leadership emphasises that “Choose Better” is more than a marketing slogan it is a commitment to transparency and community impact.
By integrating HowGood’s sustainability ratings, customers will be able to compare products based on environmental metrics like greenhouse gas emissions and ingredient integrity, aligning with rising demands for ethical shopping.
Additionally, the campaign will feature in-store activations including nutritional workshops, healthy eating guides, and community outreach activities. Staff will assist customers in navigating the healthier choices, while targeted promotions and share‑point bonuses are designed to make sustainable options more affordable and attractive.
This move builds on Carrefour’s existing goodwill in Kenya, where it has been widely recognized for its competitive pricing, extensive store network, and support of local suppliers. A recent “Brand Festival” and anniversary campaigns highlighted its value proposition, and the “Choose Better” initiative is poised to take it further by aligning commercial success with broader social and environmental goals.
Consumer response to the campaign is expected to be favorable, given Kenyans’ growing interest in health-conscious food choices.
The initiative is timely, aligning with global trends favoring transparent, traceable, and sustainable retail ecosystems. It also positions Carrefour Kenya as a leader in purpose-driven retailing.
With “Choose Better,” Carrefour Kenya is reimagining retail as a platform for societal change crowning affordability with sustainability, and nutrition with community upliftment.
If successful, the campaign could redefine consumer behavior, inspire competitive adoption across the sector, and deepen the link between Kenyan buyers and the ethical impact of their grocery baskets.
Written By Ian Maleve
