NTUC FairPrice, NTUC Foodfare and Kopitiam will now come under a newly formed group called FairPrice Group in a bid to cater to consumers’ evolving food-related needs.
NTUC Enterprise announced the formation of the group at a media event held on 22 October 2019 at Heartbeat@Bedok.
According to NTUC Enterprise, FairPrice Group will optimise resources of all three social enterprises and leverage their respective strengths such as affordability, convenience and quality to provide enhanced experiences through the use of technology.
Through FairPrice Group, NTUC Enterprise said that it will be able to provide an integrated array of products and services from groceries, ready-to-cook, and ready-to-eat offerings, to in-premise meals and food take-aways.
NTUC Enterprise Group CEO Seah Kian Peng said the formation of FairPrice Group is guided by the objective of offering differentiated services and products to complement evolving consumer lifestyles.
“It seeks to put customers first, provide better value for all and make everything about food easy. The integration of the three social enterprises will provide consumers with a comprehensive range of everyday essentials, including groceries and cooked food. Harnessing new technologies, the Group also seeks to provide greater convenience and enhance our customer experience. This is a culmination of our ongoing efforts to innovate and transform so that we remain relevant in serving the varied needs of our community,” he said.
Fairpirce Group will have a combined footprint of over 570 touchpoints across Singapore, including supermarkets, hawker centres, food courts, coffeeshops, pharmacies and convenience stores.
It will also advocate for quality, healthy eating and food safety. The latest initiative by FairPrice was to refresh its housebrand range of products to give better quality to consumers. FairPrice also has more than 1,700 products that are Healthier Choice Symbol certified.
Meanwhile, Foodfare and Kopitiam have the healthier meals option.
In terms of food safety, all FairPrice supermarkets, Fresh Food Distribution Centre, and Foodfare’s central kitchen are ISO 22000 and HACCP certified.
FairPrice Group will also adopt technology and innovative concepts to enhance shopping and dining experiences, with the use of customer analytics and monitor market trends to tailor products and services to the needs of the consumer.
“As modern lifestyles become more complex and demanding, FairPrice Group’s integrated products and services – from groceries to prepared food- will enable us to serve consumers through different life stages. Through our omni-channel retail and dining network, we are well posed to deliver greater value to our consumers, providing them ease and convenience,” said Mr Seah.
