• Cheers to donate 10 cents for each bottle of Heaven and Earth drink sold in September and FairPrice Foundation to match donation dollar-for-dollar

Cheers, the convenience store chain under NTUC FairPrice, and NTUC FairPrice Foundation announced the launch of a charity initiative for the month of September to raise funds for The Straits Times School Pocket Money Fund (SPMF) to help children from low-income families.

From 1 to 30 September 2013, Cheers will donate 10 cents for each 500 ml bottle of Heaven and Earth drink sold – including the new Ayataka Japanese Green Tea – at all 156 Cheers and FairPrice Xpress stores. FairPrice Foundation will match the donation dollar-for-dollar and together, Cheers and FairPrice Foundation target to donate $30,000 to SPMF through this initiative.

Present at the launch of the charity initiative, Mr Victor Cheong, General Manager, Cheers Holdings, said, “Cheers has always been supporting various youth-related initiatives and this year, we are extending our contribution to the community by helping needy children with their school-related expenses through The Straits Times School Pocket Money Fund. We are glad that our supply partners have come on board with this initiative and we hope our customers join us too by supporting this meaningful cause. Together, we can make a much greater social impact on our community.”

Commenting on the initiative, Mr Lum Hon Fye, General Manager, FairPrice Foundation said, “Children should be able to enjoy their school activities and focus on their schoolwork and not have to worry about their daily school expenses and money for food at the tuck shop. Through this community initiative, we are glad to continue contributing towards the School Pocket Money Fund this year to help children and their families in financial difficulties.”

FairPrice Foundation donated S$300,000 to SPMF to support children from low-income families and ease the burden of their families in 2012. This was one of the biggest donations the fund received last year.

Also present at the launch, Ms Martina Wong, General Manager of School Pocket Money Fund, said “We are very thankful for this generous support from Cheers and FairPrice Foundation. SPMF has helped over 115,000 cases of children since 2000. Funds raised go towards school pocket money disbursements and support of the social and educational development of the children and youth from low-income families.

As part of the launch, Cheers and FairPrice Foundation invited 20 children who are beneficiaries of SPMF to the Cheers store at Downtown East for a shopping treat. Each of them received S$15 FairPrice vouchers to purchase their favourite snacks.