Singapore importing company Orient Pearl Goods & Services recently launched a series of ads that is hard to miss for commuters in key satellite towns in Singapore. The ads, appearing on public bus numbers 22, 69, 81, 99 and 240, feature Philippine brands Century Tuna and Century Sardines and are scheduled to run until September 2015.
Orient Pearl has been distributing Century Tuna in Singapore but the packaging for the items sold in Singapore are now customized for the local market and marked “red label”. This label means that the product followed requirement of Modern Trade Buyers and passed the accreditation of Agri-food and Veterinary Authority (AVA) and Health Sciences Authority (HSA) of Singapore. The Century products that are available in Singapore come in 10 variants and packaged with a red background, instead of white that Filipinos are more familiar with.
The campaign also coincides with the FairPrice Yellow Dot project which Century Tuna/Sardines is a part of. The Yellow Dot indicates the lowest-priced item in FairPrice within a product category.
These developments show that food trade between Singapore and Philippines is moving ahead strongly. In 2014, Philippine food exports to Singapore increased by 10 percent from 2013, totalling US$120 million. Export of tuna products contributed US$5 million, recording an increase of 11 percent compared with 2013 data.
In the second quarter of this year, Singapore’s sovereign wealth fund GIC has taken an 11 percent stake in Century Tuna and Sardines manufacturer Century Pacific Food.
Orient Pearl distributes Philippine processed food products in NTUC FairPrice, Dairy Farm Group and CVS stores island-wide. Since 2012, PTIC-Singapore has been helping Orient Pearl in promoting its products to the Filipino communities in Singapore and other local business contacts.
(l-r) PTIC-Singapore Commercial Counsellor Glenn Peñaranda, Philippine Ambassador to Singapore Antonio A. Morales, and (extreme right) First Secretary and Consul Edna May G. Lazaro with (middle) Orient Pearl’s Mr. Muthu Murugaiyan and Ms. Joan Sybuenasenso