Making Every Good Count

FairPrice Group tackles hunger and food insecurity in Singapore one Linkpoint at a time

Published on
12 June 2023
  • FairPrice Group customers empowered to donate their Linkpoints to two local food-related charities through the FairPrice Group app from now to 31 December 2023

Singapore, 12 June 2023 –  FairPrice Group (FPG) today announced that customers may now donate their accumulated Linkpoints to charity via a new function within the FPG app. Through the Rewards tab on the app, users can now donate their Linkpoints to Food Bank Singapore (FBSG) and Food From The Heart (FFTH), charities that aim to alleviate hunger in Singapore. 

While Singapore is one of the most prosperous nations globally, and ranked as the most food-secure nation in the world by the Economic Intelligence’s Unit’s Global Food Security Index in 2019, a study published by The Food Bank and the Lien Centre for Social Innovation in 2020 revealed that about one in 10 households experienced food insecurity at least once in 12 months. 

With the rising cost of living and Singapore experiencing its highest inflationary environment in 14 years, FPG is hoping to partner with its customers from all walks of life to ensure food security for all in Singapore. 

“Helping the vulnerable in the community is a team effort and FPG is keen to partner our Link members in this,” said Alvin Neo, Chief Customer Marketing Officer, FairPrice Group and Managing Director, NTUC Link. “It is our hope that the ease of donating Linkpoints via the FPG app will encourage more folks to pitch in for the community. Because if even a portion of Link’s 2.4 million members donate their Linkpoints for good, collectively, it will go a long way towards ensuring that the most needy families in Singapore don’t go to bed hungry.”

Robin C. Lee, CEO of FFTH, said, “We appreciate this initiative by FPG to help alleviate hunger in Singapore in a seamless, easy way that anyone can contribute to make a difference. By coming together, we can create a positive impact on vulnerable communities and take a step towards a more equitable society.”

Nichol Ng, co-Founder of FBSG, said, “We have all been affected by the rising costs of living. At Food Bank Singapore, we believe that food is a basic human right and no one should be deprived of the ability to feed themselves. We hope that this initiative will encourage more donations and help us reduce food insecurity in Singapore.” 

Donating through the FairPrice Group app

From 12 June, 2.4 million Link members will be able to use this new feature to donate Linkpoints to selected beneficiaries. Members may donate in denominations of S$5 or S$10, with the conversion rate being 100 Linkpoints to S$1. The process will be seamlessly integrated into the FPG app ecosystem so users can easily donate their accumulated loyalty points from the Link Rewards Programme to the selected beneficiaries. 

Link members would simply need to click into the “Rewards” tile to find the “Do Good” category, indicate their charity of choice and the amount to be donated. At the end of each month, the donated Linkpoints will be converted to the equivalent monetary amount and disbursed to the beneficiary organisations. 

Rewards on the FairPrice Group app

This latest functionality which allows users to donate Linkpoints with ease, and builds on the “Rewards” feature, was launched early this year. “Rewards” on the FPG app has provided members with more ways to use their Linkpoints – to get instant savings and better value on their rewards.

In 2022, FPG continued to support FBSG and FFTH through the donation of unsold food worth S$243,000. This helped to benefit more than 5,400 beneficiaries under the two charities.

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