SINGAPORE – From November, Singaporeans will get more varieties of Thai food and snacks at FairPrice supermarkets as well as convenience and online stores, including more than 30 types of fruit chips, cookies, seasonings and pastes.
This follows a partnership agreement signed on Sept 3 between the FairPrice Group (FPG) and Thailand’s Central Food Retail Group (CFG), which operates that country’s largest supermarket chain Tops.
CFG’s branded and private label products will be introduced to more than 340 supermarkets and Cheers and FairPrice Xpress convenience stores islandwide.
Similarly, FPG’s FairPrice house brand items and consumer brands such as Golden Chef, which centres on Asian cooking products, will be made available in CFG’s over 700 retail outlets across Thailand.
This is the first such memorandum of understanding signed between FPG and a Thai retailer, and the second such agreement inked with a major Asian retailer within a week.
On Aug 28, FPG announced a tie-up with South Korea’s Lotte Retail to bring in a larger variety of snacks and food from the country by end-2024.
According to Skyscanner data, Thailand, Indonesia and Malaysia are the most popular destinations for Singaporean group trips in 2024.
FPG chief executive Vipul Chawla said: “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.”
He added that FPG is looking to grow consumers’ access to global cuisines.
CFG chief executive Stephane Coum welcomed the move to introduce high-quality Thai products overseas. These include goods under the Tops Tongtin range, which supports Thai small- and medium-sized enterprises (SMEs).
“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,” said Mr Coum.
