Making Every Good Count

NTUC FairPrice reinstates its Pioneer Generation (PG) Proxy initiative as Singapore returns to Phase 2 (Heightened Alert)

Published on
23 July 2021
  • From Monday 26 July till the end of August, family members of the Pioneer Generation can utilise the PG card to enjoy the three per cent discount* at FairPrice and Unity outlets on Mondays and Wednesdays

Singapore, 23 July 2021 – NTUC FairPrice (FairPrice) today announced that it will be reinstating its Pioneer Generation (PG) Proxy Initiative that was first introduced during the circuit breaker in 2020 to continue protecting the well-being of the more senior cohort in the community. 

As Singapore returns to Phase 2 (Heightened Alert), FairPrice is encouraging seniors to stay home and making an exception for their family members to enjoy the special savings as they assist PG members run their errands. This initiative will take effect from Monday, 26 July till 31 August 2021.

Family members of PGs can simply present the PG card of their kin to enjoy the three per cent discount* at FairPrice and Unity outlets when they shop on Mondays and Wednesdays.

Mr Seah Kian Peng, Group CEO, FairPrice Group, said, “We note with concern that there are still many seniors aged 70 and above who have not been vaccinated as yet. To ensure their safety, we are reinstating the PG Proxy Initiative. Beyond helping seniors to stretch their dollar, this initiative also encourages family members to check in with their elderly parents who may be living on their own as we recognise having strong family support is important to one’s overall well-being.”

FairPrice first introduced the PG Discount Scheme in 2014 and has since disbursed more than $24 million in discounts to PG members. In 2020, FairPrice gave out $4.92 million in savings through the PG Discount Scheme.

For more information, please visit FairPrice’s Facebook page ( or contact its customer service team at 6552 2722 or via email at

*Valid for purchases up to $200 on the discount day.


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