SINGAPORE - Until Sept 7, customers who purchase bread at NTUC Fairprice can help raise a projected 1.6 million dollars for needy families.
This target is the most ambitious one that Fairprice has ever set for its yearly Breadwinners - We care, U care campaign, which has raised about $1.5 million every year since 2011. The campaign sees Fairprice donating $5 to the underprivileged whenever customers buy a loaf of housebrand bread.
Donations will be channelled through the NTUC-U Care Fund, an organisation which supports low-income union members and their families by sponsoring grocery purchases and back-to-school supplies, among other necessities.
One of the fund's regular beneficiaries is Madam Marhaini Binte Alwee, 38. Ever since her husband passed away five years ago, she has depended on vouchers and family packages from the U Care Fund to supplement her income.
"As a single mom, I was very surprised to be able to receive these sorts of benefits," said Madam Marhaini, who has four children and works as an assistant officer at Hitachi Transport Systems.
"Beyond helping me, these schemes can help my children as well and that is where my real happiness lies."
This year's fund-raising target was announced on Monday at a ceremony which coincided with the launch of Fairprice's first sports-themed hypermarket at the Singapore Sports Hub.
In the ceremony's opening speech, guest of honour and Minister for Manpower Tan Chuan-Jin expressed his hope that shoppers would actively purchase bread to help underprivileged families.
"As Singapore approaches its 50th birthday, we need to reach out to make things better for fellow Singaporeans," he said. "Buying a loaf of bread is one way to do that."