SINGAPORE - Food retail operator DFI Retail Group is going to start a new community initiative to provide a million meals to the less fortunate in Singapore over the next two years.
The group said on Thursday that the DFI Retail Group operates more than 10,200 outlets in Singapore, Malaysia and Hong Kong as part of the company's corporate social responsibility efforts to reduce hunger and increase food security in the regions where it operates. These include Giant, Cold Storage, CS Fresh, Guardian and 7 Eleven.
The group will contribute a percentage of its revenue from the sale of its exclusive brand rice from any Giant, Cold Storage or CS Fresh stores.
The HaveYouEatenProject will spearhead the company's efforts to reach its goal of one million meals in food donated, supported by its ongoing successful food donation drive, which is also in partnership with The Food Bank Singapore, said DFI.
The same rice brand is available in Singapore, but 10 cents from every 1 kg of Meadows rice sold from Thursday will be used to purchase the same brand of rice at cost.
The food donation efforts of DFI will be focused on providing more rice. Rice is an essential food staple and one of the top requested items for donation, said the group.
DFI Retail Group s Southeast Asia CEO Chris Bush said that the company is acutely aware that there are some people in our community who are not able to afford a proper meal a day, so we must go one step further and help those who are less fortunate and unable to afford meals. In order to incentivize customers to support the project, Giant will offer a 15 per cent discount on all rice brands from Thursday to Sunday.
As further support for the project's launch, a thousand care packs consisting of daily food essentials worth about S $15 will be given to beneficiaries of The Food Bank.
Ms Nicole Ng, Co-founder of The Food Bank Singapore, said the organisation needed to work hard to make sure everyone who needs aid gets access to it amid the looming stagflation issues.
The DFI team has remained steadfast in their support of our mission. She said that this latest campaign is just another step towards fostering closer ties.