NTUC FairPrice launches first organic produce certification programme

Imelda Saad, Channel NewsAsia 31 Jul 08;

SINGAPORE : Supermarket chain NTUC FairPrice has launched a certification programme that guarantees the integrity of the organic produce along its entire supply chain.

FairPrice's Pasar Organic range is a new housebrand range of organic produce which comes with these labels.

It is audited by Singapore's Agrifood Technologies and gives customers the assurance that the organic produce is more than just pesticide-free.

The vegetables under the Pasar range are organically grown and harvested from six different farms in Thailand.

Stringent organic practices are applied to the farms, transportation, storage facilities and retail stores.

For example, organic farms have to be about 10-20 kilometres away from industrial land. There has to be enough space between inter-cropping to ensure the soil is rested, and organic produce is packed in special containers away from non-organic ones.

"Because we go direct to the farms, so we put in our own certification. We are, on average, able to sell the produce about 50 per cent cheaper than average of other organic products," said Ng Ser Miang, Chairman of NTUC FairPrice.

FairPrice's organic range will include more than 30 types of vegetables including Asian varieties such as "chye sim" (cai xin).

And if sales are anything to go by, the demand for organic products in Singapore is growing. FairPrice said sales of its organic produce grew by 20 per cent last year compared to the year before.

For now, the Pasar organic range is available at 10 FairPrice stores, including its new Fairprice Finest outlet at Thomson Plaza.

The Thomson Plaza Fairprice Finest outlet has a "Just Organic" section, which features over 800 varieties of organic products including condiments, baby food, beverage, snacks and household cleaners.

The outlet is the second FairPrice Finest store, a new retail concept started by the labour movement, to bring quality food products at affordable prices to Singaporeans.

The concept has proven to be a hit. FairPrice said since the first store was opened at Bukit Timah Plaza in August last year, sales have gone up by 50 per cent. - CNA /ls

FairPrice spreads organic message further
New range - Pasar Organic - reaches out to growing number of S'poreans worried about chemicals in their food
Jessica Lim, Straits Times 1 Aug 08;

IT IS now cheaper to make a meal with organic food.

NTUC FairPrice yesterday launched a new range of house-brand organic products aimed at the growing number of Singaporeans who want to avoid artificial chemicals in their food.

Called Pasar Organic, some items cost up to 40 per cent less than their brand-name counterparts, though they remain much more expensive than non-organic varieties. For now, the line features 34 types of vegetables, including chye sim, kai lan and bok choy.

The demand for certified organic food, grown without pesticides and other chemicals, is booming. The number of Singapore stores selling organic food has grown to about 40 from 15 during the past few years.

NTUC FairPrice, the biggest supermarket chain in Singapore, recorded a 20 per cent increase in sales of organic products last year compared to 2006. It also received feedback from customers - in the form of e-mail messages, phone calls and requests to staff - to provide cheaper alternatives.

The new house brand is now available at 10 NTUC FairPrice stores, including a new store at Thomson Plaza that opened yesterday. The products will be progressively introduced to more stores throughout the year.

Although still about twice the price of its non-organic counterparts, the house brand gives consumers more reason to go organic, said the supermarket chain's chairman Ng Ser Miang.

Pasar Organic carrots, for example, cost $3.50 per 500g - 25 per cent less than the Earthbound Farm version. And house-brand broccoli costs $13 a kg, compared to $14.40 for its brand-name counterpart.

All Pasar Organic products are imported from Thailand, rather than from conventional organic food providers such as the United States and Australia. But consumers need not worry, said Mr Ng, because checks have been put in place to make sure the products are certified as organic by a Thai government body.

Meanwhile, organic food fans are enjoying the cost savings.

'As long as I can afford it, I go organic,' said Mr Francis Ang, 58. 'I am glad that there is a cheaper alternative. Organic food can be really expensive.'

The technical officer said the new range helps him cut his grocery bill by 20 per cent.

Other customers think lower prices are helpful, but that quality matters more.

Said Ms Cynthia Chow, 44, who picked up a packet of Pasar Organic cherry tomatoes yesterday: 'Cheaper is good, but I will buy it only if the quality matches up.'