In March 2020, we introduced the Proxy Shopping for Pioneer Generation and Priority Shopping Hour across all FairPrice stores to improve safe distancing measures for vulnerable segments of the community – including members of the Pioneer Generation, persons with disabilities, and pregnant women. These initiatives also sought to allay concerns among seniors and the less mobile of not being able to purchase groceries following reports of shoppers panic buying and hoarding daily essentials. The dedicated shopping hour sought to these vulnerable groups to shop at ease without having to jostle with the crowd.

The Priority Shopping Hour, which concluded in October 2020, has benefitted over 336,000 shoppers from the vulnerable segments islandwide.