Majid Al Futtaim, which holds the Carrefour franchise for the Middle East, Asia and Africa, has announced the launch of UAE produced CarreFour fresh Laban, made from 100 percent pure fresh cow’s milk which is traceable on the IBM Blockchain platform.

As per Mohamed Atif, International Product Specialist at Majid Al Futtaim stated on LinkedIn, “Carrefour Fresh Laban comes in 200 ml, 1L and 2L sizes, and is guaranteed to have no milk powder, no water added, and made fresh in the UAE. The product is certified to the Emirates Quality Mark certification, which assures you of the highest standards of quality. We have applied blockchain technology to our product, allowing you to scan the QR code and learn the full details of the product from farm to table. We believe in transparency, and want you to know exactly where your food comes from.”

In 2020 Carrefour internationally announced the roll-out of blockchain technology, and applied it to Carrefour Quality Line salmon, the 25th product to take advantage of it after Auvergne chicken and farmhouse fattened chicken, eggs, oranges, fresh milk and camembert cheese.

Then in February 2021, UAE Majid Al Futtaim leveraged IBM Food Trust, a blockchain-enabled platform for the food industry run on IBM Cloud.

The initiative started 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.

Majid Al Futtaim was also one of the first to accept crypto payments.