A Full Plate is Singapore’s largest food donation drive, organised by FairPrice Group (FPG) and supported by FairPrice Foundation (FPF), to provide nutritious food to Singapore’s vulnerable communities. The initiative resulted from an FPG study highlighting the gap between awareness of nutritional needs and action.
The research, A Full Plate – A look at the nutritional state of the nation, conducted by FPG in 2024, found that health and nutrition is very important to Singaporeans as 68% choose products based on whether they are better for health and 83% believe that a healthy meal is a balanced one.
However, the survey also revealed that many respondents had differing opinions about what constitutes a balanced meal: less than 1 in 4 understood that it contains fruit and vegetables, protein, and carbohydrates – the Singapore Health Promotion Board’s description of a healthy plate.
As a result, FPG rallied Singaporeans to donate funds through its extensive touchpoints between October and November 2024, raising S$1.6 million that will go towards providing fresh groceries and hot meals to 600,000 beneficiaries of 10 charity partners. With a focus on nutrition, charity partners can use raised funds to purchase groceries from a curated list of nutritious essentials or hot meal vouchers that provide beneficiaries with fresh food, and the dignity of choice.
FPG was founded to keep daily essentials within reach for all in Singapore and five decades on, we have stayed true to our purpose. Today, against a backdrop of growing geopolitical and economic uncertainty, this unique responsibility we have to our fellow Singaporeans has become more important than ever.
Our focus is on finding fresh new ways to support Singaporeans with leading healthier, more fulfilling lives and through A Full Plate, our aim is to address the food and nutrition challenges faced by the most vulnerable in our community.
The focus on enhancing nutrition is fundamental to A Full Plate.
Food donation drives in Singapore do not typically include fresh food items. Charities can utilise the cash donations from A Full Plate to purchase from a list of curated nutritious food items, including: fresh frozen protein, fruits, vegetables and eggs. These are in addition to the usual dry ambient grocery items such as cereal, rice, and cooking oil. With the option to purchase hot meal vouchers for beneficiaries who do not cook, we are increasing our reach to enable a larger community to access nutritious meals, and reducing food waste.
A Full Plate raised over S$1.6 million from 3 October-30 November 2024, the highest amount ever achieved in an FPG nationwide donation drive. Contributing to UN SDG 3: good health and well being, A Full Plate will improve food security and nutrition of over 600,000 beneficiaries of our 10 charity partners for the programme, representing approximately 10% of Singapore's population.
We redesigned existing processes to integrate the donation drive seamlessly into customer journeys across our over 570 touchpoints in our omnichannel business to galvanise Singapore to donate, from brick and mortar to online platforms. Nutrition-themed QR codes and barcodes were deployed across retail and digital channels to simplify donations, leveraging Singaporeans’ love of food to encourage giving beyond traditional appeals.
The objective was to seamlessly integrate charitable giving into everyday shopping habits, making donations effortless and intuitive. By leveraging Singaporeans’ strong cultural connection to food, the campaign shifted the focus from traditional sympathy-based appeals to an engaging, relatable approach that resonates emotionally. This strategy increases participation by reducing barriers to giving and creating a positive, food-centric experience that encourages sustained support for those in need.
To underscore our commitment and drive greater awareness and donations, we invested in a media campaign that reached 4.9 million people, representing over 80% of Singapore’s population, and earned S$460,000 in media value across broadcast, digital, print, and radio.
In 2025, we will be enhancing the donation mechanisms at our touchpoints to encourage more members of the public and partner corporate organisations to donate and ensure needy communities have access to nutrition through fresh food. We will also be onboarding more charity partners to increase reach to beneficiaries.
Our aim is for A Full Plate to run for the long-term, building on the previous year’s experience to increase impact.
FPG's purpose is to make everyday life a little better for all in Singapore by keeping daily essentials within reach. A Full Plate is a key initiative supporting this mission, using large-scale food distribution to improve access to nutrition for those in need.
In 2024, A Full Plate raised over S$1.6 million, the highest amount achieved in any FPG donation drive to date. The funds will benefit over 600,000 individuals, around 10% of Singapore’s population, through 10 charity partners. A nationwide media campaign amplified awareness, reaching 4.9 million people and generating S$460,000 in media value across multiple channels.
To enable inclusive and accessible giving, FPG integrated donation options into its omnichannel touchpoints, including FairPrice, Unity, Cheers, Kopitiam, and Cantine outlets, as well as the FPG app and e-commerce site. Curated donation tiers allowed customers to contribute through familiar platforms, encouraging broad participation.
From the funds raised, FPG provided charity partners with lump-sum cash donations, giving them the autonomy to purchase groceries and hot meal vouchers depending on their beneficiaries' needs. This approach ensured dignity of choice and consistent access to fresh, nutritious food.
Looking ahead, A Full Plate will continue as a long-term initiative. Plans for 2025 include enhancing donation mechanisms, onboarding more charity partners, and deepening corporate and public engagement. By combining strategic partnerships, creative leadership, and purpose-driven design, A Full Plate demonstrates how business can drive meaningful community impact at scale.
