Cheers Store

NTUC FairPrice and NTUC-U Care Fund jointly launched “Breadwinners – We Care, U Care” campaign to raise $1 million to help low income workers cope with rising cost of living

Press release   •   Jun 22, 2011 16:46 +08

- Through the campaign, FairPrice Foundation will donate $5 for every loaf of FairPrice housebrand bread sold.
- Community initiative aims to rally customers to show their appreciation and support to breadwinners for providing for the family.

NTUC FairPrice (FairPrice) and NTUC-U Care Fund today launched "Breadwinners - We Care, U Care" campaign, a two-week campaign to encourage FairPrice customers and members in the labour movement to show their appreciation and support to help low-income workers cope with the rising cost of living, through the purchase of FairPrice housebrand bread. With every loaf of FairPrice housebrand bread sold, FairPrice Foundation will donate $5 to the NTUC-U Care Fund.

The launch of the campaign held at FairPrice Xtra@nex was jointly officiated by Mr Seah Kian Peng, CEO (Singapore) of NTUC FairPrice and Mr Zainudin Nordin, Director of NTUC Care and Share. Mr Seah and Mr Zainudin also purchased the first two loaves of bread at the launch to kick-start the campaign.

Rallying Customer Support
Mr Seah Kian Peng, CEO (Singapore), NTUC FairPrice said, "We understand that with the rising cost of living, breadwinners, especially those of low income families, will need more support in providing for their families. As part of the NTUC family, we want to help low income workers cope with the rising cost of living. Through the Breadwinners - We Care, U Care Campaign, FairPrice hopes to spread the spirit of compassion by involving our customers to be part of the journey in building a better community. FairPrice has been able to give back to the community, thanks to the strong patronage of our customers over the past 38 years. This is another campaign that we hope to involve our customers in appreciating and supporting breadwinners that have been working hard to provide for their families".

The "Breadwinners - We Care, U Care" campaign will be held from 22 June 2011 to 5 July 2011. FairPrice Foundation has pledged to donate $1 million to the NTUC-U Care Fund through this initiative. The five participating FairPrice housebrand breads are the FairPrice enriched white bread, FairPrice wholemeal bread, FairPrice high-fibre white bread, FairPrice California raisin bread and FairPrice multigrain wholemeal bread. Customers can purchase these breads at all FairPrice supermarkets, FairPrice Finest, FairPrice Xtra hypermarkets, Cheers convenience stores and FairPrice Xpress located at Esso petrol stations.

Creating a Bigger Social Impact with the NTUC Family
As part of the NTUC family, FairPrice works closely with other social enterprises and Workers' Unions to help create a bigger impact for the community. The contributions from the Breadwinners Campaign will bring the NTUC-U Care Fund closer to its $10 million fund-raising target for 2011. It has currently garnered over $8.3 million in donations and sponsorships.

Mr Zainudin Nordin, Director of NTUC Care and Share, said, "Through NTUC FairPrice, with its large network of stores, we hope to raise greater awareness of NTUC-U Care Fund and be one step closer to reaching our $10 million fundraising target this year. The funds will go a long way in helping our low-income members and their families cope with the rising cost of living."

Since the Labour Movement's U Care Fund was set up in 2009, FairPrice Foundation has donated a total of $12.15 million to the Fund.

Winners of the Breadwinners Photo Competition
During the event, FairPrice also announced the three winners of the Breadwinners Photo Competition which was hosted on the FairPrice Online and "That's My FairPrice" Facebook page held earlier from 3 - 12 June 2011 to generate awareness for this initiative. Participants were required to express their creativity and send in a picture based on the theme "Breadwinners - We Care, We Share". Each winner received $200 in FairPrice vouchers.

Cheers, a home grown 24-hour convenience store, caters to a diverse group of customers from different walks of life including the young and trendy, students and working professionals who lead active and busy lifestyles. Officially launched in 1998, Cheers has since expanded to over 120 outlets situated across Singapore at convenient locations.