Collaborating with Agro-food Enterprises Federation to Aggregate, Brand and Market Local Produce
Ministry of Sustainability and the EnvironmentSpeakers
Summary
This question concerns the collaboration between the Ministry for Sustainability and the Environment and the Singapore Agro-Food Enterprises Federation (SAFEF) to aggregate, brand, and market local produce. Mr David Hoe asked about consumer awareness, sales trends, and retailer partnerships aimed at achieving the 30-by-30 target. Minister for Sustainability and the Environment Ms Grace Fu Hai Yien explained that these efforts facilitate long-term commercial contracts, providing farmers with demand certainty and retailers with quality supply. She highlighted the success of the "SG Farmers' Market" brand, which saw a seven-fold increase in xiao bai cai sales, and the expansion of seafood branding in supermarkets. Future initiatives include broadening the aggregated produce range and deepening restaurant partnerships to help local farms scale up for national food security.
Transcript
93 Mr David Hoe asked the Minister for Sustainability and the Environment (a) how does the Ministry collaborate with the Singapore Agro-Food Enterprises Federation (SAFEF) in aggregating, branding and marketing local produce; and (b) whether the Ministry has information on (i) consumer awareness and sales uplift on local produce to date and (ii) plans and retailer partnerships as a result of the collaboration with SAFEF to reach the 30-by-30 target.
Ms Grace Fu Hai Yien: The Singapore Food Agency (SFA) has been working with the Singapore Agro-Food Enterprises Federation Limited (SAFEF) to aggregate supply and demand of local produce, so as to facilitate long-term commercial contracts between farmers and retailers as well as food businesses. This provides farmers with greater certainty of demand and pricing, while providing retailers and food businesses access to a reliable supply of good quality local produce.
Through the efforts of SAFEF and its partners, locally farmed leafy vegetables are now sold at major supermarkets under the “SG Farmers' Market” brand. Locally farmed seafood is also aggregated and retailed at selected FairPrice outlets and Giant under “The Straits Fish” (marine tilapia), “The Straits Bass” (sea bass) and “The Dot Shrimp” (prawns) brands.
Public response has been encouraging. For example, the sales for xiao bai cai under the “SG Farmers' Market” brand have increased about seven-fold since its launch in May 2024. SFA and SAFEF are working on expanding the range of aggregated local vegetable and seafood produce for sale at retailers.
Besides retailers, SAFEF has been working with various food businesses to introduce “The Straits Fish” to the local dining scene. For example, in 2024, “The Straits Fish” dishes were launched across Ming Kitchen Seafood, the "zichar" chain of Chang Cheng Group. In 2025, SAFEF partnered with Coriander Leaf restaurant to integrate locally farmed marine tilapia into their menu. SAFEF also runs the SG Farmers' Market, a weekend pop-up event that promotes and brings local farms and their produce to the heartlands.
SFA will continue to work with the industry to explore initiatives to drive demand for local produce, which is key for our farms to achieve scale. Together, we can continue to safeguard Singapore's food security.