IN Singapore today, consumers have the opportunity to choose from a greater variety of food than ever before. Singapore currently relies on over 160 countries for more than 90 per cent of its food.

Yet as Singaporeans become more affluent, people are increasingly looking at the story behind their food. Where does it come from? How natural is it? How has it been produced? They are also asking whether it is safe for them and their children.

In short, today's consumer is looking for products which have environmental, social and cultural values that match their own.