The Singapore Food Agency (SFA) aims to raise awareness on food security issues by focusing on the Singapore Food Story. In doing so, SFA has launched a new local produce logo which will be found on packaging and selected marketing collateral to promote local produce. The “SG Fresh Produce (SGFP)” logo was created in consultation with more than 30 local farmers, retailers and industry associations. The finalised label won almost 70% of the votes in an online exercise that over 2,200 people were invited to pick their favourite logo designs. The logo is expected to draw local support from consumers when they shop.

Launching a brand new logo to support “Growing Local” is one of the key strategies in the SFA’s approach towards making Singapore a food secure nation and helping local businesses expand their operations overseas and export food produced in Singapore.

According to the statistics, fish, leafy vegetables and eggs are the three most commonly consumed food items in Singapore. Last year, local farms produced 14 per cent of leafy vegetables, 26 per cent of eggs and 10 per cent of fish consumed in Singapore. Singapore aims to hit a 30 by 30 goal, i.e. to grow enough food locally to meet 30% of its nutritional needs by 2030.

The SGFP logo incorporates the 3 key attributes of freshness, supporting local and the SG Brand mark. Please see below the Usage Eligibility:

By: Denise Mirandah

A version of this article first appeared on GALA Blog. For more information, please visit http://blog.galalaw.com/.