Carrefour Partners with Crown Farms to Introduce Locally Harvested Seabream in UAE Stores

Fujairah, UAE, June 27, 2024 — Carrefour, the exclusive retail brand operated by Majid Al Futtaim in the UAE, has teamed up with Crown Farms, a Fujairah-based organic farm management company, to bring locally grown Seabream to its stores. This strategic partnership aims to enhance food security, reduce food miles, and offer customers the freshest seafood.

Freshness Within 24 Hours of Harvest

Carrefour’s Seabream offering promises unparalleled freshness. Harvested locally, the Seabream reaches store shelves within just 24 hours, ensuring customers enjoy the finest quality seafood. By sourcing directly from Crown Farms, Carrefour reinforces its commitment to supporting local producers and minimizing environmental impact.

Ocean-Fresh Flavor and Sustainability

Produced under the OMEGA brand by Crown Farms, Seabream retains its oceanic taste, rich meaty flavor, and dense texture. Carrefour’s decision to prioritize locally sourced Seabream not only reduces import dependency but also contributes to sustainable seafood production. The partnership aligns with Majid Al Futtaim’s sustainability strategy, emphasizing reduced food miles and environmental responsibility.

Leadership Voices

Bernardo Perloiro, Chief Operating Officer – UAE at Majid Al Futtaim Retail, expressed enthusiasm for the collaboration: “Our partnership with Crown Farms underscores our commitment to providing fresh, locally grown food. Sustainability remains at the forefront of our operations, and this exclusive deal reinforces our dedication to the environment.”

Adrian Galben, General Manager at Crown Farms, echoed the sentiment: “We’re excited to partner with Majid Al Futtaim Retail, a trusted brand in the UAE. By prioritizing food security and self-sufficiency, we’re contributing to the nation’s well-being. Our Seabream, along with other varieties, will support sustainable development and economic growth.”

Community Engagement and Resilience

The Carrefour-Crown Farms project extends beyond commerce. It creates new jobs, strengthens the local economy, and fosters a resilient food system. By championing locally sourced products, Carrefour and Crown Farms demonstrate their shared commitment to UAE’s food security.