FairPrice Group champions nutrition with A Full Plate: Singapore’s largest donation drive

This post is sponsored by FairPrice Group.

Everyone should have access to nutritious meals, no matter their circumstances or background. This belief is the driving force behind A Full Plate – the nation’s largest food donation drive, organised by FairPrice Group (FPG), with support from its philanthropic arm, FairPrice Foundation (FPF), to rally Singaporeans in support of their neighbours in need.

Singapore's largest food donation drive

Running from 3 October to 17 November 2024, A Full Plate will leverage FPG’s extensive reach as Singapore’s largest retailer – from FairPrice stores, Unity Pharmacies, Cheers and Kopitiam outlets, to the FPG app – to provide touch-points through which Singaporeans can donate to make a difference in the lives of the underprivileged.

Donations collected through these channels will go towards providing 10 charity partners with nutritious groceries and hot meals. To further amplify this impact, FPF has pledged to match all donations up to S$1 million.

A Full Plate and the belief it is built on did not materialise overnight. It is the latest in a series of nutrition-focused FPG programmes – including the Cheers Breakfast Club, and Start Strong, Stay Strong, Singapore’s first preschool nutrition and sustainability education initiative – that were started after a survey by FPG earlier this year to gain a deeper understanding of Singaporeans’ food needs, challenges, and consumption decisions.

A look at the nutritional state of the nation

The survey – FPG’s first-ever commissioned study – revealed that while nutrition is very important to Singaporeans, many do not understand what constitutes a balanced meal.

It found that even though 68% of people choose products based on whether they are better for health, and 83% agree that a healthy meal is key to a balanced diet, less than one in four actually understood that a healthy meal contains fruits and vegetables, protein, and carbohydrates, the Health Promotion Board’s description of a healthy plate.

These findings highlighted the opportunities for FPG to elevate Singaporeans’ understanding of, and access to, nutrition, and served as the foundation for A Full Plate, and FPG’s recent slate of programmes.

Vipul Chawla, group CEO of 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,” he said.

“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 geopolitical 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.”

Bridging the nutrition gap for the underprivileged

A Full Plate serves as FPG’s way of helping to address the demand for healthy and nutritious food in Singapore, especially for those who do not have easy access to it. In addition to the food donation drive, FPG also announced targeted support to CHAS Orange card holders, whose total gross household monthly income per family member living together ranges from S$1501 to S$2300.

Customers holding the CHAS Orange card will get to enjoy a 3% discount across more than 160 FairPrice stores and over 40 Unity pharmacies island-wide every Friday from October 2024 through to the end of March 2025.

This new initiative is meant to complement FPG’s existing stable of discount schemes, including those for the Pioneer Generation, Merdeka Generation, 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.

Jean Khong, general manager of FairPrice Foundation, shared that many of the underprivileged that FPG serves through FPF 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.”

For FPG, A Full Plate is more than just a campaign, it is a testament to the organisation’s ongoing commitment to help build a healthier and more inclusive Singapore. By facilitating access to nutritious food and promoting nutritional awareness, FPG aims to empower individuals and communities to lead healthier and more fulfilling lives.

Every contribution, big or small, makes a difference. Help to fill plates and build a stronger, healthier Singapore together by donating today!