FPG50:
50 Years of Purpose
We celebrated our 50th anniversary with ‘Always, FairPrice,’ a year-long campaign to reaffirm our mission of keeping daily essentials within reach, and making every day a little better for all in Singapore.
The ‘Always, FairPrice’ campaign helped us connect with Singaporeans on a deeper level by showcasing the human stories behind our history, people, and community.
It also featured a slew of rebate, discount, promotion, and donation programmes to help Singaporeans keep daily essentials within reach against a backdrop of unprecedented inflation and economic uncertainty.
Celebrating our People
Meet the Fairmily
To celebrate our people, we produced ‘Meet the Fairmily’, a docu-tainment series showcasing the lives, personalities, challenges and triumphs of our frontline staff, and their commitment to serving customers daily.
Frontline CEO
We also released the ‘Frontline CEO’ video series, which features FairPrice Group CEO Vipul Chawla taking on frontline roles like cashiering, packing, and quality assurance. The series showcases Vipul getting trained by seasoned frontline staff across a variety of roles, but also highlights the organisation’s commitment to care and humility, from the top down.
Celebrating our history
The Price of Being Fair
To commemorate our five decade anniversary, we published “The Price of Being Fair”, the first business book in Singapore from a homegrown brand that gave readers a tell-all, behind the scenes view of our struggles and successes with keeping daily essentials within reach throughout our history.
Read the FairPrice Group story in the bestselling book “The Price of Being Fair”. Available in selected FairPrice stores and online.
The Price of Being Fair
Some praise it as a national treasure. Others tag it as the people’s supermarket. Many simply call it “NTUC”. While NTUC FairPrice is a household Singaporean brand, the story of its rise from just one store in 1973 to over 500 today is little known.
As FairPrice Group celebrates its 50th anniversary in 2023, for the first time, this homegrown Singaporean brand offers unprecedented access to its people and archives, revealing the crises FairPrice has had to navigate, from the Avian flu outbreak of 2004 to the COVID-19 pandemic. These pages reveal the tensions and struggles as it balances profit with purpose.
The Price of Being Fair tells the story of ot just successes over half a century but also failures – from loss-making overseas ventures to aborted retail concepts. In the hands of the writers behind the No. 1 bestseller The Last Fools: The Eight Immortals of Lee Kuan Yew, this title provides insights into business, management, politics, technology, and more than a delicious dose of heritage and nostalgia.
《平价的代价》
《平价的代价》以深挖故事，趣味盎然的叙事方式，讲述了平价如何在50年内，从工会跌跌撞撞经营的职总超市，发展成为每天有超过50万人光顾，年营业额达40亿元的食品企业。书中14个篇章各有一个主题事件，从它打倒通胀怪兽，与赫赫有名的竞争对手激战，到曾一度被华丽的购物中心拒于门外。书中也披露了它如何在海外投资失利，还有不得不腰斩的零售概念，以及是否要上市的辩论等。其中许多鲜为人知的经历，值得细细品味。
立即在 FairPrice Finest, FairPrice Xtra 和各大书局购买。
It Takes a Great Deal
We also launched ‘It Takes a Great Deal’, a collection of 50 stories showcasing FPG’s biggest milestones, and a content series featuring our ongoing commitment to supply chain resilience and supporting the nation’s food security.
Celebrating our People
To celebrate our customers and partners, FPG launched the community block party initiative. The initiative is aimed at helping the community build stronger bonds by bringing heartland residents together in celebration of festive occasions. Since its launch, FPG community block parties have brought thousands of residents together, and provided 100 lower income residents at each party with essentials-filled goodie bags.
Our cost-saving rebate, discount, promotion and donation programmes throughout 2023 also returned more than $100 million to consumers.