FairPrice launches organic brand

For fresh fruit and vegetable marketing and distribution in Asia
Fruitnet.com Staff

BY FRUITNET.COM STAFF

FairPrice launches organic brand

NTUC FairPrice has introduced its own brand of organic fruit and vegetables

FairPrice launches organic brand

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The Pasar Organic produce is imported from Thailand, where six farms have been certified under NTUC FairPrice’s own organic scheme, which is audited by Singapore’s Agrifood Technologies. The entire supply chain falls under the certification.

The 34-variety organic range is about 50 per cent cheaper than the average price of competing organic brands, according to chairman Ng Ser Miang, because Pasar Organic sources directly from growers. The ranges includes popular local vegetable varieties like chye sim, kai lan and bok choy.

FairPrice’s organic certification system follows stringent practices; farms have to be 10-20km away from industrial land, intercropping periods make sure the soil is rested, and the produce is packed in special containers away from non-organic goods.

The Pasar Organic range will be available in 10 FairPrice stores in Singapore, including the Thompson Plaza FairPrice Finest store, which has a ‘Just Organic’ section with over 800 organic products.

The supermarket chain saw a 20 per cent increase in the sale of organic produce last year, and expects Pasar Organic sales to mirror the increasing demand from Singaporean customers.

According to The Straits Times, The number of Singaporean stores selling organic produce has gone from 15 to 40 in the last few years, and according to reports in 2007 the industry is now worth about S$6-10m annually.

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