Making Every Good Count

Cheers, FairPrice Foundation and Yeo Hiap Seng announces joint donation of S$20,000 to help the less fortunate in seventh year of collaboration

Published on
18 December 2020
  • Cheers, FairPrice Foundation and Yeo Hiap Seng jointly present S$20,000 to TOUCH Community Services this year
  • S$0.20 was pledged for every purchase of Yeo’s beverages at Cheers and FairPrice Xpress stores islandwide

SINGAPORE, 18 December 2020 – Cheers, the convenience store arm of NTUC FairPrice, NTUC FairPrice Foundation (FairPrice Foundation), and food and beverage company Yeo Hiap Seng Ltd (Yeo Hiap Seng) today announced a joint donation of S$20,000 to TOUCH Community Services (TOUCH). This year marks the three entities’ seventh year of partnership in doing good for the community. The joint donation to TOUCH this year will support its work with children and youths from disadvantaged backgrounds to nurture their potential.

From 5 to 31 October 2020, FairPrice Foundation and Yeo Hiap Seng pledged to donate 20 cents, up to S$20,000, for every Yeo’s branded beverage sold at Cheers and FairPrice Xpress stores islandwide. The initiative galvanises the community to come together to do good for the community simply by purchasing their favourite Yeo’s beverages.

Mr Chua Boon Keat, General Manager, Cheers, said, “Since 2014, Cheers, along with FairPrice Foundation and our strategic partner, Yeo Hiap Seng, have come together to extend a helping hand to the less fortunate. This year, we are pleased to announce our support to TOUCH once again. Amid the ongoing Covid-19 pandemic, we are heartened to see our partners and customers coming together to help those in need. Together, we hope to tide through these trying times and emerge as a stronger, more caring community”.

Ms Candice Heng, Head of Singapore Sales, Yeo Hiap Seng, added, “It is with great joy that Yeo Hiap Seng can have a platform to work with our valuable partners, Cheers and FairPrice Foundation to do our part to make changes and life better for those in need.”

To commemorate the donation, 30 beneficiaries from TOUCH were invited on a trip to the Singapore Zoological Gardens to enjoy a fun-filled day with their families. Each beneficiary was also given a goodie bag containing snacks, Yeo’s beverages, and a colouring set.

Ms Joyce Hope Ang, Assistant Director of Partnership, Volunteer Management and Communications, TOUCH Community Services, said, “At TOUCH, we believe that every child has the ability to achieve greatness and families can grow to become more resilient. We do our best to create safe spaces for our children to learn and develop their character and skillsets. Thank you Cheers, FairPrice Foundation and Yeo Hiap Seng for partnering us to champion this cause to see children fulfill their dreams and families strengthened.”

Cheers, FairPrice Foundation and Yeo Hiap Seng have been supporting the less advantaged and needy annually through this initiative since 2014. This initiative has since raised close to S$200,000 for charitable causes, including this year’s donation. This is the second year TOUCH is a beneficiary of this initiative. Past recipients of the donation also include the Straits Times School Pocket Money Fund.


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