Singapore – FairPrice Group (FPG) has unveiled a strategic partnership with Central Food Retail Group (CFG), a Thailand-based food retailer and operator of the Tops supermarket chain, to enhance Singaporeans’ access to an expanded range of authentic Thai food products and culinary experiences.
Under this memorandum of agreement (MoU), FairPrice supermarkets in Singapore, including Finest and Xtra, along with their convenience stores Cheers and FairPrice Xpress, as well as online platforms, will now offer over 30 popular Thai snacks, such as fruit chips, cookies, and genuine Thai seasonings and pastes.
Additionally, this MoU marks the first collaboration between FPG and a Thai retailer, establishing a two-way exchange of products. Central Food Retail Group’s branded and private label items, including ‘MY CHOICE’, ‘MY CHOICE THAI’, ‘TOPS’, and ‘SNACKER’, will be introduced to FairPrice stores. In return, FairPrice Group’s own housebrand products and national consumer brands, such as ‘Golden Chef’, will be featured in CFG’s retail outlets.
Singaporeans’ love and appreciation for authentic Thai food and snacks are the focus of FPG’s collaboration with CFG. Furthermore, the partnership aims to enrich Singapore’s culinary landscape by making a diverse range of international flavours more accessible to shoppers.
Commenting on the partnership, Stephane Coum, CEO of Central Food Retail at Central Group, shared, “We are thrilled to partner with FairPrice Group, Singapore’s largest and most respected retailer. Through this collaboration, we aim to bring the best of Thai products to Singaporean consumers, offering them a taste of our rich culinary heritage. This partnership is a significant step forward in our vision of becoming a ‘Truly World-Class Omni-Channel Lifestyle Food Retail’ provider.”
“By expanding our own brands, such as My Choice Thai, and supporting local SMEs under Tops Tongtin, we are not only introducing high-quality Thai products to an international market but also enhancing the omnichannel shopping experience for consumers in Singapore and Thailand. Leveraging FairPrice Group’s strong network, we ensure our products reach a wide audience, seamlessly integrating in-store and online platforms, which is core to our world-class retail strategy,” she continued.
CFG, a subsidiary of Central Retail, operates Tops, one of Thailand’s largest supermarket chains, including Tops Food Hall, Tops Daily, Tops Online, and Matsukiyo with over 700 outlets nationwide.
FPG’s partnership with CFG is its second MoU focused on enriching Singapore’s culinary scene with global flavours, following a recent collaboration with South Korea’s LOTTE Retail. These efforts highlight FairPrice Group’s commitment to broadening Singaporeans’ access to diverse and authentic international cuisines.
Vipul Chawla, group CEO of FairPrice Group, said, “Singapore’s appreciation for Thai cuisine is stronger than ever, and as Singapore’s largest retailer, we’re thrilled to elevate that experience. With more Singaporeans travelling to Thailand and developing a deeper appreciation for Thailand’s rich culinary heritage, the demand for authentic Thai flavours at home is undeniable.”
“Our partnership with CFG bridges this gap, bringing the vibrant tastes of Thailand directly to your table. Now, shoppers can effortlessly relive cherished culinary memories and savour the true essence of Thai cuisine, right here in our FairPrice stores,” Chawla added.
