Singapore, August 31, 2007 – Singapore’s leading retailer NTUC FairPrice today officially launched FairPrice Finest, its new retail banner aimed at bringing the fine life closer to shoppers with discerning tastes. Located at Bukit Timah Plaza, FairPrice Finest offers a wider product assortment, value-added services and a more conducive shopping environment.

NTUC FairPrice Chairman Mr Ng Ser Miang said: “With rising aspirations and changing lifestyles of some of our customers, we were inspired to come up with the FairPrice Finest concept to cater to their needs. With this new store format, we are further expanding our offerings and diversifying our appeal across a broad customer base.”

“FairPrice Finest combines the heritage of a trusted brand with a whole new experience of fine living. It seeks to bring the finer things in life to our customers, at prices that are fair and affordable,” he added.

FairPrice Finest boasts a cosmopolitan selection that includes fresh oysters flown in weekly, premium wine stored in a temperature-controlled cellar, designer home ware and a wide variety of organic produce. 20 to 30 per cent of the store offerings are not found in other FairPrice stores. Some of the store’s exclusive products include a range of designer aromatic olive oils from Spanish manufacturer Borges and Wiltshire silicon baking pans from Australia.

At the fresh produce section, the mushroom bay displays about 40 varieties of mushrooms. Fruits include Japanese square watermelons, Californian large white peaches, and gooseberries from Holland. There is also a wide range of organic fruits such as apples and grapefruits from Australia, blueberries and strawberries from the US and apples from New Zealand.

Located within the store is Huber’s Butchery, a Swiss-heritage meat specialist offering premium ham and sausages, and gourmet cuts, including organic beef, wagyu beef and pork knuckle jelly. FairPrice Finest also houses Chocz café that is known for its exquisite handcrafted pralines.

At the store, Service Ambassadors are on hand to provide guidance on store offerings. There is a porter service which helps customers deliver shopping trolleys to the taxi stand or carpark. The store also offers advance order, home delivery and baby nursery services.

Notwithstanding the enhanced services, customers at FairPrice Finest will continue to enjoy the great value that is synonymous with NTUC FairPrice. The FairPrice membership rebates, the two per cent Senior Citizens’ discount every Tuesday, LinkPoints loyalty programme, FairPrice Plus rewards, Just Wine Club discounts and the Thursday FairPrice advertised offers are applicable at the store. Besides, items that are common in both FairPrice and FairPrice Finest will be priced the same.

Converted from a FairPrice supermarket, FairPrice Finest is designed to offer customers an enhanced shopping experience, with simple but elegant interior design, spacious aisles and soothing ambient music. Two pairs of travellators were installed to greatly enhance the shopping experience. Design elements are deliberately kept minimal, with generous use of the brand’s bright orange colour. Staff are dressed in orange and grey, portraying a sharp professional image that echoes the FairPrice Finest brand values of sophistication and simplicity.

The two-storey FairPrice Finest spans 4,000 square metres and is open daily from 9am to 10pm. Other offerings found at the supermarket include a bakery, pharmacy, fast food outlet, cobbler-locksmith and florist.

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