• Partnership to give Singapore consumers access to more than 30 popular snacks such as fruit chips, cookies and authentic Thai seasoning and paste

SINGAPORE, 03 SEPTEMBER 2024 – FairPrice Group (FPG) today announced a strategic partnership with Central Food Retail Group (CFG), a leading food retail company in Thailand that operates Tops, the country’s largest supermarket chain. The collaboration, through the MOU, is aimed at satisfying Singaporeans’ ongoing love and appreciation for authentic Thai food and snacks. Currently, shoppers are able to shop from a variety of Thai snacks and nuts in FairPrice supermarkets. From November, FairPrice supermarkets, including Finest and Xtra, along with their convenience stores Cheers and FairPrice Xpress, as well as their online platforms, will offer a wider selection of Thai food products and culinary experiences.

The MOU which is a first between FPG and a Thai retailer, facilitates a two-way exchange of products. CFG’s branded and private label products, including MY CHOICE, MY CHOICE THAI, TOPS, and SNACKER, will be introduced to FairPrice stores. Likewise, FPG’s FairPrice housebrand products and national consumer brands such as Golden Chef will be made available in CFG’s retail formats.

CFG is a subsidiary of Central Retail, operates Tops, Thailand’s largest supermarket chain, including its premium format, Tops Food Hall, as well as Tops daily, Tops Online, and Matsukiyo. The group currently operates over 700 outlets across Thailand, providing omnichannel and quick commerce services for a seamless experience. Thailand’s close proximity and easy access from Singapore, coupled with its vibrant culture and diverse culinary scene, has made it an irresistible destination. A recent study by Visa revealed that Thailand is one of the top five destinations for Singapore travellers. From exploring ancient temples to indulging in street food delights, visitors often return with bags full of beloved Thai snacks, a testament to the country’s culinary appeal.

Vipul Chawla, Group CEO, FairPrice Group said, “Singapore’s appreciation for Thai cuisine is stronger than ever and as Singapore’s largest retailer, we’re thrilled to elevate that experience. With more Singaporeans travelling to Thailand and developing a deeper appreciation for Thailand’s rich culinary heritage, the demand for authentic Thai flavours at home is undeniable. Our partnership with CFG bridges this gap, bringing the vibrant tastes of Thailand directly to your table. Now, shoppers can effortlessly relive cherished culinary memories and savour the true essence of Thai cuisine, right here in our FairPrice stores.”

Stephane Coum, CEO, Central Food Retail at Central Group said: “We are thrilled to partner with FairPrice Group, Singapore’s largest and most respected retailer. Through this collaboration, we aim to bring the best of Thai products to Singaporean consumers, offering them a taste of our rich culinary heritage. This partnership is a significant step forward in our vision of becoming a ‘Truly World-Class Omni-Channel Lifestyle Food Retail’ provider. By expanding our own brands, such as My Choice Thai, and supporting local SMEs under Tops Tongtin, we are not only introducing high-quality Thai products to an international market but also enhancing the omnichannel shopping experience for consumers in Singapore and Thailand. Leveraging FairPrice Group’s strong network, we ensure our products reach a wide audience, seamlessly integrating in-store and online platforms, which is core to our world-class retail strategy.”

This strategic partnership with CFG represents FairPrice Group’s second Memorandum of Understanding aimed at enriching Singapore’s culinary landscape with international flavours, following a recent collaboration with South Korea’s LOTTE Retail. These initiatives underscore FairPrice Group’s commitment to offering a diverse and authentic range of culinary experiences, further expanding Singaporean consumers’ access to global cuisines.

1    Visa Global Travel Intentions Study 2023 – https://www.visa.com.sg/about-visa/newsroom/press-releases/japan-tops-the-list-as-singapore-travellers-intend-to-take-more-trips-in-2024.html