- Carrefour introduces locally harvested Seabream across its stores through an exclusive partnership with Crown Farms.
- Available within 24 hours of harvest, Carrefour's Seabream offering promises to be the freshest on the market.
- The new partnership is another step in Carrefour's efforts to reducing food miles between the farm and the customer, aligning with Majid Al Futtaim's sustainability strategy.
Fujairah, UAE, 27 June 2024: Carrefour, which Majid Al Futtaim owns the exclusive rights to operate in the UAE, has partnered with Crown Farms, a Fujairah-based organic farm management company, to introduce locally grown Seabream across its stores in the UAE. Available within just 24 hours from harvest, the brand-new fresh food offering underscores Carrefour's dedication to providing the finest selection of locally sourced products, helping customers reap maximum value for money. This partnership represents a significant step towards bolstering food security in the UAE by directly supporting local producers.
Produced at OMEGA, a brand of Crown Farms and a major player in the local fish farming industry, Seabream is guaranteed to be on sale across Carrefour stores and in continuous supply all year round, retaining the ocean taste with a rich meaty flavour and dense texture. Furthermore, enabling local access for customers to fresh Seabream will reduce import dependency and food miles between the farm and the customer.
Bernardo Perloiro, Chief Operating Officer – UAE at Majid Al Futtaim Retail, commented: 'Our partnership with Crown Farms is a major step in our efforts to boost the availability of locally grown fresh food for our customers. Sustainability is at the forefront of our operations, and through this exclusive deal, we are once again reiterating our commitment to the environment through reduced food miles, in alignment with our sustainability strategy. Moreover, we are confident that this partnership will pave way for further economic contribution into the country as we continue to support and uplift local supply chain operations.'
Adrian Galben, General Manager at Crown Farms, said: 'We're thrilled to announce our partnership with Majid Al Futtaim Retail, a trusted brand synonymous with world-class service across the UAE. With food security a topmost national priority, this partnership illustrates our commitment to supporting self-sufficiency and sustainability for the UAE and its population. By working with one of the region's biggest and trusted retailers, we believe our market reach, representation, and impact through Carrefour will prove vital as local customers embrace and enjoy a high-quality seafood product made right here in the UAE.'
He added: 'Through this exclusive collaboration, we aim to introduce not only Seabream, but also other varieties such as Hamour, Subaity, Arabic Safi and many more. Doing so would contribute to the sustainable development of the UAE while adding value to the fish farming industry's economic activity and developing a national ecosystem based on sustainable seafood production.'
The Carrefour-Crown Farms project will engage the local community in various operational aspects, providing new jobs to support the UAE's national economy while demonstrating a shared commitment to strengthening food security by prioritising locally-sourced products and building a more resilient and self-sufficient food system.
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