Grocery shoppers can look forward to an easier way of identifying local produce in a few months’ time. From mid-2020 onwards, the packaging of local produce will carry a new specially designed logo, which features the SG brand mark on an iconic red background.
Local farmers, retailers, industry association members, Singaporeans and local residents were consulted during the co-creation of this logo. Besides focus group discussions with the industry, over 2,200 people participated in an online exercise to pick their favourite logo design. The winning design option received close to 70 percent of the votes.
Awareness of local produce can be “powerful” & is “very important”
Several farmers SFA spoke to have plans to roll out redesigned product packaging featuring the logo. They also share an eagerness to further raise public awareness of the benefits of local produce — that it is fresher and more sustainable due to the shorter transport time taken from farm to shelf, and that it reduces carbon foot print and enhances food security.
Ong Kai Hian, Director of Meod Pte Ltd, was among the 34 industry members involved in the focus group discussions. Ong, who grows pesticide-free vegetables, points out that local food farmers and producers adhere to strict regulations set by SFA. In addition, local farmers “offer sustainable and fresher produce, which in turn translates to better nutritional qualities”, he said. “It is very important for us to differentiate ourselves, as well as for the public to be aware and able to lend their support to local farms.”
“It is very important for us to differentiate ourselves, as well as for the public to be aware and able to lend their support to local farms.”
Ong Kai Hian, Meod
He also highlighted the significance of local production in times of crises, drawing parallels to the perceived lack of imported supplies during the COVID-19 outbreak. Ong believes that local produce can mitigate impacts of supply disruptions, should it happen.
Like many others, Chelsea Wan, who is director at a frog farm, JFF Pte Ltd, also feels it is important to carry this logo as a distinction from competing imports.
“For the more educated consumers who value food safety, knowing the source of their produce eases their minds. This mark could be a deciding factor for shoppers, as it allows them to know that the product is grown and produced in Singapore,” Wan said. “This awareness is more powerful than price differentiation for us.”
“This awareness is more powerful than price differentiation for us.”
Chelsea Wan, JFF Pte Ltd (Jurong Frog Farm)
(L-R) Chelsea Wan (JFF) and Oliver Truesdale-Jutras (Open Farm Community) at a focus group discussion on local produce, organised by SFA.
Besides farmers, retail stakeholders such as those from the foodservice sector also participated in the focus group discussion. Among them, Open Farm Community uses local produce extensively on its restaurant menu. As a customer and supporter of local farmers, its Head Chef Oliver Truesdale-Jutras is impassioned about the sustainability of the food supply chain. He sees value in the new logo as part of a bigger environmental movement.
“Coupled with strong legislation, we can help secure a sustainable food supply, and educate the public to be more knowledgeable, more involved, and more interested in the way our food chain affects the environment,” Truesdale-Jutras said.
SFA unveiled the design of this new logo on 10 February 2020, at the launch of the ‘Singapore Food Story’, which outlined the nation’s strategies in ensuring food security via: (1) local production, (2) source diversification, and (3) expansion of our companies into overseas markets. Read more about this in Levelling up food supply resilience or visit www.foodstory.sg.
Other farms also said…
Shanice Lim, Sales and Marketing Manager, Kühlbarra:
“I feel that having a logo for local produce allows us to be proud of what we have achieved in such a land-scarce place like Singapore. During a time where produce comes from all over the world, it is nice to know that some foods are grown on home ground.”
Danielle Chan, Co-Founder, Citiponics:
“It is great that the logo is a result of public voting, as such process allows us to know which logo is relatable and easily understood by consumers.”
Sky Wee, Assistant Operation Manager, Rong-Yao Fisheries Pte Ltd:
“The focus group discussion was meaningful and interesting, in a way that it gave us an opportunity to network with other companies, and discover how different stakeholders think and feel about the topic.”