FairPrice Foundation goes the extra mile by committing S$1 million to Protein Pledge
This year, it will distribute fresh eggs regularly to more than 46,000 beneficiaries
[SINGAPORE] Only less than a quarter of respondents in a recent report by FairPrice Group understood that a healthy meal contains fruits and vegetables, protein and carbohydrates. However, 53 per cent of them recognised that protein is essential when it comes to a nutritious meal.
The report, titled A Full Plate, also showed that 54 per cent of beneficiaries of food donation programmes preferred to receive protein – meat and poultry – over staples such as rice and noodles (46 per cent), as well as fruits and vegetables (43 per cent).
Likewise, Doris Tan, a senior beneficiary from Montfort Care, acknowledged the importance of protein in staying healthy.
“Most of us seniors tend to lose our muscles, tend to be weaker or fall a lot, so having enough protein is important to help build our muscles,” she said.
Jean Khong, general manager of FairPrice Foundation, said: “On top of the findings from the A Full Plate study, many of the underprivileged that we serve through the foundation have shown a strong determination to provide their families and loved ones with a variety of nutritious food.”
Therefore, FairPrice Foundation launched Protein Pledge on Tuesday (Mar 25). It will distribute S$1 million worth of fresh protein to vulnerable communities via its charity partners by 2030.
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“Through Protein Pledge and other initiatives like our A Full Plate food donation drive, we want to provide Singapore’s nutritionally vulnerable communities with the dignity of choice in accessing healthy and well-balanced meals,” she added.
So far, S$100,000 of the funds have been allocated. For 2025, the foundation has 18 charity partners – including Lions Befrienders and Children’s Aid Society – that have opted in. Throughout the year, it will distribute fresh eggs regularly to more than 46,000 of their beneficiaries.
Nevertheless, distribution for Protein Pledge is not limited to eggs. The type of protein depends on the needs and preferences of charity partners’ beneficiaries.
Supporting vulnerable communities
The launch of Protein Pledge follows FairPrice Foundation’s pilot programme in June 2024, when it gave out 1,500 trays of 30 eggs – about 45,000 eggs in total – to underprivileged families, the elderly and migrant workers.
Khong said the feedback was “very positive”, which was why FairPrice Foundation decided to enhance its commitment to S$1 million.
“Residents at distribution points started queuing hours in advance, and shared their excitement with us about receiving a staple protein that is not often available through food donation initiatives,” she added.
Since protein is a critical part of a healthy diet, providing this kind of support to lower-income families is essential – especially in today’s rising cost environment.
Vipul Chawla, group chief executive of FairPrice Group and board member of FairPrice Foundation, said: “It is clear that all in Singapore want to lead healthy lives through what they eat and how they keep fit. However, stubborn inflation, supply chain infractions caused by Covid-19 and geopolitical tensions globally have had an impact on the cost of daily essentials.”
He noted that the launch is also timely, as it coincides with SG60. “Through programmes like Protein Pledge, we want to help bridge the food and nutrition gap for those in need, and ensure they have the essentials they need to celebrate Singapore’s birthday together.”
Additionally, findings from A Full Plate showed that 83 per cent of respondents agreed that a healthy meal is one that is balanced, and 68 per cent choose products that are better for health.
FairPrice Foundation is addressing this gap with a series of programmes to provide nutritious food items, with Protein Pledge as its latest initiative.
Khong said: “These programmes are redefining the way we engage our communities by providing daily essentials to people who need it the most.”
The Neighbourhood Food Share Programme is one such initiative, which distributes blemished but edible unsold produce from stores to communities in need. In less than two years, the programme expanded from less than 20 distribution points to 56 currently.
Cheers Breakfast Club is another initiative, in which the foundation gave out 12,000 nutritious breakfast bundles to primary six students last year.
Meanwhile, Start Strong, Stay Strong teaches preschool kids about sustainability and nutrition. FairPrice Foundation and FairPrice Group held Singapore’s largest food donation drive in end-2024, raising more than S$1.6 million and providing 600,000 individuals with balanced meals.
“Feedback from these programmes has been very encouraging, whether it’s parents who tell us their kids are making better food choices because of the Start Strong, Stay Strong initiative, or beneficiaries of the A Full Plate food donation drive that share how it has helped make their mealtimes healthier and more affordable,” Khong said.
Earlier this year, FairPrice Foundation also alleviated customers’ financial burden by freezing prices on produce during the Chinese New Year festive season, and provided discounts to eligible customers.
Vipul said: “Our focus at FairPrice Foundation is on finding relevant ways to make every day a little better for the underprivileged, by providing them with the essentials they need to lead more fulfilling lives.”
The foundation will continue to explore new ways to improve access to and increase the understanding of nutrition in Singapore.
Organisations who are interested in partnering the foundation can visit go.fpg.sg/protein-pledge to find out more about Protein Pledge and apply.
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