Spreading the love for homegrown produce

A myriad of outreach activities and joint industry promotions have been implemented by The Agri-Food & Veterinary Authority of Singapore (AVA) to boost demand for local produce.

Local production is an important secondary strategy in ensuring Singapore’s food security. In times of sudden import disruptions, local production serves as a buffer. AVA works with local farmers to raise productivity and capability and with the industry to promote local produce to consumers.

AVA has partnered with SPHMBO to target their campaign at working professionals to gain their support to buy and eat local produce.

From March 16 to 23, AVA rolled out its second food truck workplace roadshows at Ocean Financial Centre, One-North (Fusionopolis) and Toa Payoh HDB Hub. At the roadshows, visitors had the opportunity to taste a flavor of local produce with specially created dishes – Ramen egg with kailan and Fishermen’s Stew – made from locally farmed produce ingredients comprising eggs, fish and vegetables. To redeem a complimentary food sampling portion, visitors had to simply take a photo with the food truck and upload it onto their social media accounts on Facebook or Instagram with #loveSGproduce, #AVASGand # sglocalicious to show their support.

To deliver the message of supporting local produce to the working professionals, AVA has placed prominent, attractive and informative adverts on pillar wraps and wall sticker at Toa Payoh HDB hub and Ocean Financial Centre respectively. These advertisements highlight the key benefits of local produce and educate them on why they should buy locally farmed produce and how they can identify them.

Joycelyn Ng, Director, Community Outreach Department, AVA, said: “AVA supports local produce and encourages consumers to support our farmers. This is especially important as in times of sudden import disruptions, local produce can serve as a buffer.  During our recent foodtruck workplace road shows, we saw many people from all ages and walks of life come by to learn more about local produce. We hope that through outreach efforts, more people will support local produce.” 

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