Making Every Good Count

NTUC FairPrice partners South East CDC for FairPrice Walk for Rice @ South East 2014 and donates brown rice for the first time to advocate a healthier lifestyle for Singaporeans

Published on
11 September 2014

Half a million bowls of white and brown rice to be raised for needy families in the South East District

In the past five years, the community has collectively walked over 293,000 km.

SINGAPORE, 11 September 2014 – NTUC FairPrice partners South East Community Development Council (CDC) for the annual FairPrice Walk for Rice @ South East charity campaign to raise up to half a million bowls of white and brown rice for 7,000 needy families. This is the sixth year FairPrice is supporting this initiative by partnering South East CDC to rally the community of all ages to reach out and play a part in helping needy families in the South East District.

With the efforts of participants and FairPrice Foundation, the charity arm of FairPrice, FairPrice has met its target yearly and donated a total of 2.5 million bowls of rice since the initiative was launched in 2009.

The beneficiaries of this charity campaign are financially-assisted families identified by grassroots organisations who live in the South East District. This year, FairPrice will take the lead to encourage healthier food choices and include brown rice in its donation to the beneficiaries.

Mr Seah Kian Peng, CEO of NTUC FairPrice said, “Over the past five years, NTUC FairPrice has worked closely with South East CDC on this initiative to do good for the community.  Together with the community, we have collectively walked over 293,000km, which is more than 7 times round the earth, and raised a total of 2.5 million bowls of rice for families in need. This year, apart from our target of donating another half a million bowls of rice, we will also provide brown rice, which is a healthier option. Brown rice tends to cost more than normal white rice, which may prevent those who are tight on the purse strings from considering them.”

Brown rice, a form of whole-grains, is rich in selenium and high in manganese, and stated to be healthier as it may lower the risk of heart disease, diabetes and certain cancers. The Singapore Health Promotion Board recommends at least one serving of whole-grains a day. Sales of FairPrice Housebrand brown rice have been growing by about 15 per cent year-on-year since 2010. FairPrice Housebrand brown rice costs about 15 per cent more than white rice, while national brands of brown rice are about 30 per cent dearer than white rice.

The two-month campaign was kicked off this morning at Marine Parade as NTUC FairPrice and South East CDC jointly launched the FairPrice Walk for Rice @ South East 2014 campaign. The event was witnessed by Guest-of-Honour, Dr Mohamad Maliki Osman, Mayor of South East District and Minister of State for Defence and National Development, and Ms Tin Pei Ling, Adviser to Marine Parade GRC Grassroots Organisations.

Dr Maliki said, “FairPrice Walk for Rice @ South East has proven itself to be a successful movement of community engagement and giving within the South East district for the past five years. It is heartening not only because millions of bowls of rice were raised through this campaign, but also because many connections were forged when residents in South East, regardless of age and socio-economic background, come together for a charitable cause. We are delighted and thankful for NTUC FairPrice and its Foundation who have made such a meaningful campaign possible, and all our community and corporate partners who have given their unstinting support for this good cause.”

Over 450 participants attended the event, including staff and students from Ngee Ann Primary School, Temasek Polytechnic, Marine Parade and MacPherson PCF pre-schools, staff of South East CDC, grassroots members, social group Marine Parade Brisk Walkers, Montfort Care and Goodlife Voluntary Welfare Organisations (VWOs), residents and FairPrice volunteers. They walked over 630 km collectively. Upon completion of the walk, participants poured a bowl of white and brown rice into separate buckets to symbolise the completion of the walk.

How to Participate in FairPrice Walk for Rice @ South East 2014

For every 200m walked by participants, NTUC FairPrice will donate one bowl of white rice and one bowl of brown rice towards the cause. To be part of this programme, members of the public can participate in walking activities at various road shows at the following NTUC FairPrice branches:

Date and TimeVenueAddress
11 – 14 September 2014 12pm – 4pm FairPrice Finest Marine Parade 6 Marine Parade Central, Singapore 449411
FairPrice @ East Point 1 Simei Street 6, Singapore 528578
FairPrice Xtra @ nex 23 Serangoon Central, Nex Mall, #03-42, Singapore 556083

Customers can also show their support and purchase any of the 35 participating items at all FairPrice stores island-wide (FairPrice supermarkets, FairPrice Finest and FairPrice Xtra hypermarkets) between 11 September to 24 September 2014. FairPrice will donate a bowl of brown rice and a bowl of white rice for the purchase of each participating item comprising of daily necessities like groceries, beverages and toiletries.


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