FairPrice Group Unites Singaporeans With The Nation's Largest Food Donation Drive

● Six-week food donation drive to run from 3 October to 17 November; FairPrice Group’s philanthropic arm FairPrice Foundation will match donations up to S$1 million
● Customers holding the CHAS Orange card will enjoy a three per cent discount at all FairPrice stores and Unity pharmacies every Friday, from 4 October

A Full Plate FairPrice Xtra Vivo City Customer showing CHAS Orange Card to cashier at FairPrice Xtra Vivo City

In an all-out effort to improve nutrition access for vulnerable groups in Singapore, FairPrice Group (FPG) and FairPrice Foundation (FPF) announced today the launch of A Full Plate, Singapore’s largest food donation drive aimed at increasing the provision of healthy and nutritious food for underprivileged communities. The FairPrice Foundation will also match donations up to $1million.

A Full Plate will run from 3 October 2024 to 17 November 2024 across all of FPG’s touchpoints, from FairPrice stores, Unity Pharmacies, Cheers and Kopitiam outlets, to the FPG App and FairPrice Online. Donations made through these touchpoints will provide the beneficiaries of 10 charity partners¹ with nutritious groceries and meals.

In addition, to ensure that families get the daily essentials and nutrition that they need, CHAS Orange card holders, whose total gross household monthly income per family member living together ranges from S$1501 – S$2300², will enjoy a three per cent discount on their purchases across all FairPrice stores³. The 3% discount will be applied on Fridays, from October 2024 to end-March 2025 and all customers have to do is flash their CHAS Orange card at checkout counters.

Customers holding the CHAS Orange card will get to enjoy the 3 per cent discount across more than 160 FairPrice stores and over 40 Unity pharmacies island-wide. This new initiative will complement FPG’s existing stable of discount schemes, including those for the Pioneer Generation (PG), Merdeka Generation (MG), Seniors, CHAS Blue card holders, and regular thematic deals and promotions to keep daily essentials easy on the wallet by offering better value for all.

These initiatives were informed by a survey, A Full Plate – A look at the nutritional state of the nation⁴, conducted by FPG in the first first quarter of this year. It found that health and nutrition is very important to Singaporeans as 68% choose products based on whether they are better for health and 83% believe that a healthy meal is a balanced one.

However, the survey also revealed that many respondents had differing opinions about what constitutes a balanced meal: less than 1 in 4 understood that it contains fruit and vegetables, protein, and carbohydrates – the Health Promotion Board’s description of a healthy plate⁵.

Vipul Chawla, Group CEO, FairPrice Group said that much of the population have their plates full juggling work, family, and the frenetic pace of life in Singapore: “At FPG, even as the contours of access to food and nutrition evolve, our dedication to food security and nutrition, especially for the most vulnerable among us, remains unchanged.”

“It is clear that all in Singapore want to lead healthy lives through what they eat and how they keep fit. However, stubborn inflation, supply chain infractions caused by Covid-19 and geo-political tensions globally have had an impact on the cost of daily essentials, and at FPG we are leaning in to help feed and educate Singaporeans on the importance of nutrition in keeping up a healthy lifestyle,” he added.

FairPrice Group A Full Plate FairPrice Group staff showing the donation options for A Full Plate

Bridging the Nutrition Gap for the Underprivileged

To help address the demand for healthy and nutritious food, FPG, with support from FPF, will run a six-week donation drive – its largest to date – from 4 October 2024 to 17 November 2024 across all its touchpoints, from FairPrice stores, Unity Pharmacies, Cheers and Kopitiam outlets, to the FPG App and FairPrice Online. Donations made through these touchpoints will go towards providing the beneficiaries of 10 charity partners⁶ with nutritious groceries and meals. FPF will match proceeds up to S$1 million.

Charity partners participating in the food donation drive will use the donations raised to purchase groceries from a specially curated list of healthier choice items such as fresh fruits and vegetables, frozen chicken, oatmeal, brown rice, wholemeal bread and even sugar free jams.

Robin C. Lee, CEO, Food from the Heart shared that typically, food donation drives are limited to only ambient groceries, such as dry pantry staples of rice and noodles, instant beverages, biscuits and canned food. “I am heartened to see that FairPrice Group and the FairPrice Foundation have focused on nutrition and redesigned how and what our beneficiaries receive from food donation drives.”

“I’m really looking forward to all the nutritious and healthy food options that our beneficiaries can benefit from. With FairPrice Group taking this meaningful step towards helping communities in need have better access to nutritious food, we will be able to continue to provide even more variety and healthy options for our beneficiaries.”

FairPrice Group A Full Plate Donation Heng Chee How, Deputy Secretary General, NTUC making a donation to the A Full Plate donation drive

Jean Khong, General Manager, FairPrice Foundation, shared that many of the underprivileged that we serve through the Foundation have shown a strong determination to provide their families and loved ones with a nutritious variety of food. “With ‘A Full Plate’, we want to galvanise and rally Singaporeans to come together as one to support their fellow man in need, and in doing so ensure that no matter the background or circumstance, all in Singapore will have access to nutritious and well balanced meals,” she said.

These initiatives mark the start of FPG commemorating Singapore’s 60th year of independence. Vipul added that Singapore is entering a bold new chapter in its history, one focused on finding the best way forward for all through a renewed social compact.

“As the nation’s largest retailer, we are dedicated to doing our part in uplifting all Singaporeans, and making every day a little better for those we serve. Our recent programmes – from the Cheers Breakfast Club, to Start Strong, Stay Strong, and now Singapore’s largest food donation drive and our CHAS Orange discount – reflect FairPrice Group’s commitment to empowering everyone with the nutrition they need to lead healthier and more fulfilled lives,” he said.

To find out more, visit here.

¹ Allkin Singapore, Beyond Social Services, The Food Bank Singapore, Food from the Heart, Jamiyah Singapore, Riverlife Community Services, Red Cross Singapore, The Boys’ Brigade Share-a-Gift, Touch Community Services, YWCA Singapore
² CHAS – chas.sg
³ The discount is subject to a $200 cap per transaction per day
⁴ FPG’s A Full Plate report was put together with the findings of a quantitative survey of 1,000 respondents and 24 qualitative in-home interviews conducted by NielsenIQ. The survey and home interviews were conducted with respondents across income groups, ethnic backgrounds, and ages indicative of Singapore’s general population.
⁵ HealthHub – healthhub.sg
⁶ Allkin Singapore, Beyond Social Services, The Food Bank Singapore, Food from the Heart, Jamiyah Singapore, Riverlife Community Services, Red Cross Singapore, The Boys’ Brigade Share-a-Gift, Touch Community Services, YWCA Singapore