Debated in Parliament on 14 Oct 2025.
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.
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.
PAPERCUTS