Making Every Good Count

Cheers and NTUC FairPrice Foundation partner Yeo Hiap Seng Ltd to donate S$20,000 to The Straits Times School Pocket Money Fund

Published on
11 October 2014

Cheers, FairPrice Foundation and Yeo Hiap Seng partner to involve the community in helping children from low-income families through The Straits Times School Pocket Money Fund

Beneficiaries from SPMF invited to Downtown East Cheers outlet for free shopping trip

SINGAPORE, 11 October 2014 – Cheers, the convenience store chain under NTUC FairPrice, and NTUC FairPrice Foundation (FairPrice Foundation) has partnered Yeo Hiap Seng Ltd to donate $20,000, over 20 per cent more compared to a similar initiative last year, to support beneficiaries of The Straits Times School Pocket Money Fund (SPMF).

In the month of September 2014, Cheers, FairPrice Foundation and Yeo Hiap Seng held an initiative to involve the community in doing good by pledging to donate 30 cents for each 500ml bottle of Yeo’s Coconut/Asian drink sold at all 165 Cheers and FairPrice Xpress stores.

Commenting on the giving effort, Mr Victor Cheong, General Manager, Cheers Holdings, said, “Cheers has actively contributed to the community, particularly supporting youths in their pursuit of success in life. We recognise the tremendous potential of children and their abilities to excel both in and out of school. This complements Cheers’ tagline of ‘Adds more to Life’ and we are glad to be able to add more to the lives of the beneficiaries from SPMF. We are also thankful that one of our partners, Yeo Hiap Seng Ltd, has come onboard this year to join us in doing good for the community.”

Mr Jonas Kor, Assistant General Manager, FairPrice Foundation added, “Education is vital for every child and no child should be left behind because of financial difficulties. Even in school, every child should have an equal opportunity to shine and excel; they should not be hindered by having to sit through their classes on an empty stomach or have limited access to educational materials or resources. We hope to play a part in transforming the children’s lives and help build brighter future for them.”

Last year, Cheers and FairPrice Foundation also donated slightly over S$16,500 to SPMF through a similar initiative where they donated 20 cents for selected drinks that were sold at all Cheers and FairPrice Xpress stores in the month of September.  

Ms Tan Bee Heong, General Manager of The Straits Times School Pocket Money Fund, who received the cheque on behalf of the beneficiaries, expressed her gratitude, “We are extremely grateful for the support that Cheers, FairPrice Foundation and Yeo Hiap Seng Ltd have provided us. These contributions will go towards The Straits Times School Pocket Money Fund to provide pocket money to children from low-income families. Every donation counts towards keeping a child from hunger during school lessons. Since its launch in 2000, the Fund has helped over 130,000 children and youths. Each child will be supported for two years and the pocket money received goes towards paying for their lunch, bus fares or other schooling needs”.

At the closing ceremony for the initiative, about 20 children from SPMF were also invited to a sponsored shopping trip at the Cheers outlet in Downtown East where they were each given $20 in FairPrice vouchers to purchase their favourite foodstuff and toy. The children were also given a $5 MacDonalds meal voucher each.   


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