• Charity campaign aims to raise at least half a million bowls of rice for 7,000 needy families
• FairPrice has committed to support this initiative for three years

Singapore’s leading supermarket retailer NTUC FairPrice and South East Community Development Council (CDC) today launched the NTUC FairPrice Walk for Rice @ South East charity campaign. The campaign aims to raise at least half a million bowls of rice for 7,000 needy families residing in the South East District. FairPrice is committed to donate up to $80,000 worth of rice to this cause.

This is the second time that FairPrice, together with its business partners and South East CDC have come together to rally the community to reach out and help needy families.

FairPrice has also taken a step further by pledging to support this annual charity campaign for three years, starting this year.

Members of the public can help raise half a million bowls of rice in three ways:

• Walk for Rice at selected FairPrice supermarkets during the campaign – Joo Chiat Complex, Eastpoint Mall, Tampines Mall and White Sands
• Participate in various walking events organised within the South East district to Walk for Rice
• Purchase participating products at all FairPrice stores during the campaign

Guest-of-Honour, Mr Abdullah Tarmugi, Speaker of Parliament, MP for East Coast GRC and Adviser to East Coast GRC GROs officiate the launch event by leading the first walk within the FairPrice supermarket at Joo Chiat Complex. Mr Matthias Yao, Mayor of South East District and Mr Tan Kian Chew, Group CEO of NTUC FairPrice were present to lend their support by taking part in the walking activity as well.

“By organising a programme like Walk for Rice @ South East together with FairPrice and its partners, South East CDC hopes to involve the entire community to contribute towards a meaningful cause. This will enlarge the spirit of giving within the community and in getting the more-able to help the less-able. The 3-year partnership with FairPrice and its partners will allow us to plan ahead to grow the programme and its value, as well as involve more partners in the meaningful effort,” shares Mr Matthias Yao, Mayor of South East District.

Mr Tan Kian Chew, Group Chief Executive Officer of NTUC FairPrice said, “At FairPrice, we aim not only to be a good retailer, but it is also in our spirit to care for the well-being of the community, especially those who are less fortunate. Through this project, we hope to spread this spirit of compassion to everyone by engaging our staff, our customers, our business partners and the community in joining us in this walk for rice for needy families.”

The Walk for Rice @ South East campaign is based on the South East CDC’s signature 5E Approach to Community Volunteerism1. For every 100 metres of walking contributed or every participating product purchased at any FairPrice supermarket, FairPrice will pledge one bowl of rice to the project. Members of the public who are interested to contribute to this cause can participate by taking part in the walking activity held at FairPrice supermarkets in Joo Chiat Complex, Eastpoint Mall, Tampines Mall and White Sands on Saturdays, 23rd and 30th October 2010, between 2pm and 6pm.

Apart from the walking activity held at FairPrice supermarkets, South East CDC is also partnering schools, corporate partners, grassroots organisations and voluntary welfare organisations in the district to hold brisk walking events, where residents are able show their support.

The 7,000 beneficiaries of this charity campaign consist of financially-assisted families residing in the South East District. They are identified by grassroots organizations. The rice will be distributed to the families over a period of 5 months.