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Complementing AVA’s food truck event, URA set up a “park”, complete with tables and chairs. Delighted visitors were able to sit and enjoy their food samples, while finding out more information on local produce. This was also part of URA’s outreach programme to promote the use of public spaces for recreation, rest, and social interaction.

Spreading the Love for
Homegrown Produce

Be a “Singavore”, support local by eating local.

The local food movement has been picking up steam, with more Singaporeans becoming aware of and choosing home-grown produce. AVA plays an important role in supporting local farmers and encouraging the public to choose produce here.

January: “We Are Singavore” at Campuses

In January this year, AVA collaborated with students from the Nanyang Technological University (NTU) on a brand new “We are Singavore” campaign to promote local produce. Besides carnivores, herbivores, and omnivores, these students believe that a person whose diet consists of produce grown in Singapore should be called a “Singavore”. With the tagline of “Be a Singavore, support local by eating local”, we hope to create a culture of consuming home-grown produce here.

Students queuing for a taste of local produce at Nanyang Technological University.
To redeem a complimentary serving of the specially created dishes, visitors took a photo of themselves with the food truck and uploaded the photo to Facebook or Instagram. This activity reached out to the working crowd in commercial areas of Singapore in March 2015.

The campaign debuted with a series of outreach activities at the campuses of the National University of Singapore, NTU, and Singapore Management University. A food truck was deployed to the campuses, distributing 600 complimentary sampling portions of food at each campus. These specially created dishes were made using locally farmed produce, including eggs, fish, and vegetables.

Response from students was overwhelming, as long queues were spotted at campuses where the food truck went to. As part of the campaign, students and staff were encouraged to make a pledge to show their support for local produce. The pledge could be made both onsite at the food truck and online.

Tasty Egg Benedict made using local eggs.
The working crowd taking selfies with the Food Truck outside Harbourfront Centre.

February: “Singavore” Month

Besides a food truck, 10 restaurants also did their part in promoting local produce during “Singavore” Month in February. Each restaurant offered a “Singavore” dish that is specially created using locally farmed ingredients. Consumers were treated to a wide selection of delectable dishes, including the Pan-Seared Pulau Ubin Sea Bass, Jubilee Nasi Lemak, and Localicious Sambal Tilapia.

March: Reaching out to Workplaces

Building on the success of our food truck with tertiary students, AVA embarked on its first-ever workplace outreach in March 2015 to spread the love for home-grown produce to the working crowd. The food truck dished out two creations – Egg Benedict and Barramundi Fish Curry Pasta, made using fresh local produce ingredients comprising eggs, fish, and vegetables.

The food truck was deployed to Harbourfront Centre, Mapletree Business City, and URA (Urban Redevelopment Authority) Centre. More than 2,000 visitors redeemed a complimentary serving of the food sample. To redeem, they simply took a photograph of themselves with the food truck as the background, and uploaded the photos to Facebook or Instagram after tagging AVA. Many were keen to find out more where they can purchase local produce and how to identify them.