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Analysing the Singles’ Day Consumer Behaviour Trends In The Philippines

By
Tan Heng Hong
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The anti-valentine, Singles’ day sale which occurred last 11th of November have surpassed yet again its recorded revenue from last year earning 30.8 Billion USD. Its annual growth rate however is the lowest in the history of Single’s Day as it only increased to 27 percent from 25.3 Billion USD last year’s earning. In the Philippines, Singles’ Day overwhelmed merchants like Lazada as the company reported that it needed to further expand its local warehouse due to the after sale surge. Lazada Philippines’ CEO of Logistics, Juan Spencer, said that its continued growth prompted the company to scout for another logistics hub that would raise its footprint from 60,000 square meters in warehouse space to 120,00 square meters by 2021.

This success of Lazada Philippines proves that Filipino online consumers are becoming more and more active in online shopping esp. in these sale events despite the “mall-culture”. To understand the overall performance of Singles’ Day in the country, iPrice Group conducted a research in the Philippine market analysing its local consumer behavior trend, geographical trend and the market search interest during the pre-sale 11.10 and 11.11 in 2018 as well as the 11.11 in 2017 sale period in the country. The data used in this report is a mixed of our proprietary data from Google Analytics as well as external data from Google Trends.

There is a surge of online shoppers in the country during the late hours peaking consistently at around 9 pm

Based on the traffic of both 11.11 sale period from last year and this year, there is a consistent upward trend suggesting that Filipinos are consistently hyped for this sale event. Based on our proprietary data, there is a whopping 91.3 percent increase in terms of online visit this year versus last year from 48385 to 92603. While in comparison against the pre-sale event, the Single’s Day itself showed a 29.7 percent increase in terms of online visit from 71386 to 92603.

Interestingly, despite that both Singles’ Day sale events this year and last year occurred during the weekends, majority of Filipinos still preferred to shop at the very last minute. Based on our proprietary data from Google Analytics, majority of online Filipino shoppers are actively searching for products during the late-night hours. The hourly consumer behavior of Filipinos is consistent comparing the sale trends from 11.11 pre-sale, and the 11.11 sale period this year and last year.

Early mornings specifically around 3:00 am is the dead hour for the online shopping while it slowly gains momentum in terms of number of visits starting from 5:00 pm surging continuously every hour where 9:00 pm is the most active hours. The rationale behind this late-night hour shopping trend is correlated with Filipinos’ social media activity which coincidentally peaks in the late-night hours.

A majority of Filipino Online Shoppers are from Greater Manila Area: Quezon City, Makati and Manila

Majority of Filipino online shoppers during the Singles’ Day are mainly from the Greater Manila and some other provincial metropolis cities. The Greater Manila cities mainly Quezon City, Makati City and Manila are the top three most active cities that participated in this year’s Singles’ Day sale which had 36 percent, 26 percent and 11 percent consumer activity. Meanwhile, the other cities in Greater Manila namely Pasig and Caloocan took the 6th and the 8th spot respectively with five and three percent consumer activity.

Only three provincial metropolis cities namely Cebu, Davao and Cavite made it on the list placing 4th, 5th and 7th spot which is significantly less than the three major cities in Greater Manila: Quezon City, Makati City and Manila. The rationale behind the activity in these cities can be traced from their respective minimum wages. The Greater Manila cities: Quezon City, Makati, Manila and Pasig have the highest minimum wages in the country justifying their high shopping activity during the sale event.

Cebu Pacific And Air Asia Are The Most Searched In Airline Promotions While A Majority Of Filipinos Are Actively Searching For Online Deals In Lazada And Shopee 

In terms of the search interest, Filipinos are actively searching for online promotions for airlines and general top merchants in the country. In fact, the top two most searched keywords are “Cebu Pacific” and “Lazada” placing 1st and 2nd respectively. Interestingly, the respective competitors of Cebu Pacific and Lazada namely “Air Asia” and “Shopee” came in for the 3rd and 4th spot. While general search interest in “11.11” and “Seat Sale” came in as the 5th and 6th most popular keywords.

The reason behind the interest in Lazada and Shopee this Singles’ Day sale is that Filipinos’ online shopping preference is based on brand familiarity thus directly seeking mainly for the top online merchants in the country. This is according to Kantar Worldpanel survey, revealing that 84 percent of Filipinos preferred to buy from established companies despite the alternatives available in the market.

Meanwhile, airline promotions are one of the most searched keywords during this sale period which is consistent across Southeast Asian markets: Malaysia, Singapore, Thailand, Vietnam, Indonesia and Philippines. The rationale behind the popularity in airline promotions is that majority of the participating airlines in the Singles’ Day sale are offering an early Christmas and New Year holiday promotions.

About iPrice Group

iPrice Group is operating as a one-stop shop e-commerce aggregator across 7 markets in Southeast and East Asia with key feature in price comparison. It’s meta-search feature collates e-commerce products: home and living, cosmetics, grooming, fashion and electronics while its key feature in price comparison specifically caters to electronics.

11street Records Six Folds in Total Gross Merchandise Value (GMV) on Single’s Day

By
Tan Heng Hong
-

Key highlights:

  • 11street’s Shopping Madness 11 recorded a gross merchandise value (GMV) spike of six (6) times more than the average of a regular business day in 2018, driven by greater product variety and competitive prices.
  • The average amount spent by 11street customers during 11.11 was close to RM300. The top categories customers purchased from were Mobile & IT, Electronics, Health & Beauty, and Baby, Kids & Toys.
  • 73% of purchases on 11.11 were made via mobile devices indicating a shift to mCommerce due to growing mobile penetration and diversified online payment methods

Kuala Lumpur, 14 November 2018 – The stroke of midnight marked the start of the Singles’ Day sales, also known as 11.11, as it falls on November 11 each year. It is regarded as the single busiest 24 hours for online shopping in the region and in the country. This year, 11street, one of the leading online marketplaces in Malaysia, offered shoppers specially curated Shopping Madness 11 deals and discounts which saw its total gross merchandise value (GMV) surging by six (6) times compared to the daily average in 2018 and double the increase it saw in 2017.

The total number of orders during Shopping Madness 11 this year tripled the daily average number of orders on any ordinary day in 2018; 2.6 times compared to 2017. Apart from an increase in the total number of orders, 11street shoppers also had a higher average order value as they spent close to RM300 on each order. 11street attributes this growth to two major drivers: a wider product variety from its growing base of sellers and brands as well as highly competitive prices offered to customers.

The top performing categories on 11street during the Shopping Madness 11 sales were Health & Beauty, Mobile & IT, Electronics, and Baby, Kids & Toys. Some of the most sought-after products in these categories include Eu Yan Sang Gold Label Bak Foong pills, iPhone, Nestle Milo Active Go and Brand’s Essence of Chicken, as well as Petronas and Photobook eVouchers. The prominence of Health & Beauty as one of the top performing categories during the Shopping Madness 11 sales are indicative of the changing lifestyles of Malaysians who are becoming more health conscious.

11street CEO, CHEONG Chia Chou said, “We usually see our customers flocking to purchase smartphones and electronics during major sales days such as 11.11. In fact, in 2017, several smartphone brands were amongst our best-selling items. However, this year, we also see customers lean towards health and beauty products, with our health-conscious customers purchasing supplements and other health-related products such as Gintell Massage Chairs.

“We are extremely pleased with our performance during 11.11 this year because our team worked round the clock to curate the best possible deals for our shoppers. We are looking forward to continuing our mission of adding value to our customers and creating a more effortless and gratifying shopping experience.”

Apart from a heightened level of health consciousness, shoppers also seem to be shifting more towards mCommerce, due to the growing mobile penetration in Malaysia. During Shopping Madness 11 sales, 73% of transactions were made via mobile devices. This could also be attributed to the diverse payment methods available to shoppers on 11street, including eWallet services such as Boost, making shopping online as convenience, seamless and rewarding as ever!

Shoppers can still be in Madness Heaven with flash deals happening until November 14. Then, The Madness Continues on 11street until 27 November 2018, where shoppers will see shocking deals and free shipping, as well as bundle deals and flash deals up to FIVE TIMES A DAY! Head over to https://promotion.11street.my/madness-campaign/11-11 to find out more. Customers can also download the 11street.my app on iOS or Google’s Play Store.

 

8th Starch World Asia will be held on 23-24 Jan 2019 in Bangkok

By
Tan Heng Hong
-

CMT’s 8th Starch World Asia will be held on 23-24 Jan 2019 in Bangkok THAILAND.  Themed “Fast – changing dynamics of the cassava markets with looming shortage and spreading of disease”. The key highlights of the event include

  • Outlook for cassava markets with impending shortage
  • Opportunities to switch to sugar with current low prices?
  • Vietnam starch market update from the perspective of a local player.

How are they coping with root shortage issues

  • Developments in smart agri technology for cassava plantations in Thailand
  • Global corn markets & trade outlook with rising concerns over China-US trade tension
  • The damage caused by CMD and what actions are in place to tackle the disease
  • What is really clean label? are we past that trend?
  • Innovations in on-trend rice based solutions
  • Discovery of resistant starch from novel waxy tapioca variety
  • Advanced cassava breeding for modified starch

For details, please visit www.cmtevents.com/main.aspx?ev=190105&pu=276805

Or contact Ms Fu Huiyan at huiyan@cmtsp.com.sg  / call +65 6346 9113

Marigold HL Chocolate Milk is positioned as a post-exercise recovery drink

By
Tan Heng Hong
-
Image from Marigold HL Milk

Malaysia Dairy Industries has positioned its Marigold HL Chocolate Milk in Singapore as “More Than Just Milk,” a flavoured fresh milk drink that helps to replenish what’s lost during workout or exercise. By marketing the fresh milk as a post-exercise recovery drink, it makes Marigold HL Chocolate Milk relevant with the rising number of consumers who are interested in fitness, a trend that is rising in Singapore.

https://www.facebook.com/MARIGOLDHLMilkSG/videos/2434981476729557/

Marigold HL Chocolate Milk contains a mix of protein and carbohydrates which will help muscles repair well and replenish the energy after a workout or exercise.

The marketing material promotes the consumption of the chocolate milk from a 1L carton, which is a very Western thing but fits the post-recovery exercise theme perfectly as it conveys the sense of strength.

 

 

 

Bega 100% vegetarian cheese has improved packaging

By
Tan Heng Hong
-

The Australian cheese manufacturer Bega Cheese Ltd has revamped the packaging of its Bon Appetit 100% Vegetarian Australian Processed Cheese Slices in Malaysia. Unlike other cheese products that use animal rennet, an enzyme that helps milk separate into curds and whey, this product contains only vegetarian rennet.

The new packaging has a stronger call out on its 100% vegetarian claim on pack and the packaging is in light green to reflect the vegetarian positioning.

The Bega 100% vegetarian 170g 10 slices is priced at RM 6.60 at NSK or RM 7.60 at Jaya Grocer.

Exponential Growth of Interest in the Singles’ Day sales period

By
Tan Heng Hong
-

Last year, Alibaba raked in a total RM105 billion (US$25 billion) in revenue on Singles’ Day (also known as the 11.11 Sale), recording a massive 39 percent increase in sales when compared to 2016. The massive sales period in China has found its way into Southeast Asia today to become one of the most important digital sale periods of the year.

Malaysia is definitely not excluded from the sale extravaganza as we have seen the launch of various Singles’ Day sale campaigns by the country’s top e-commerce players. As such, this has sparked much interest from consumers across the country.

By analysing Malaysians’ search trends on Google, we could see that interest on the keyword “11.11” begun mid-October 2018, more than two weeks prior to the sales period. The interest in the sales period was probably influenced by big e-commerce brands such as Shopee and Lazada who introduced their sale campaign between 23-30 October.

On 2 November 2018, Malaysians witnessed the introduction of the Digital Tax at the annual federal budget announcement. The announcement sparked a rise of searches on the new tax scheme on 2 November. However, it did not hamper consumers’ interest in the 11.11 Sale. This was evident on 3 November as search interest for “11.11” peaked at its highest point after the Budget 2019 announcement on the previous day.

E-commerce going big into mobile

This year’s Singles’ Day sales also saw an added emphasis in mobile-specific promotions as well. By analysing Malaysia’s five most visited e-commerce platforms, we saw that 4 out of 6 online players offered in-app promotions and flash-deals specifically for mobile users. Among them is Shopee who introduced in-app games which required users to play games at specific timings to create a sense of urgency for the sale.

The emphasis on mobile is really vital as Southeast Asia (SEA) is a mobile-first region unlike any other consumers in the globe. In a research on the state of e-commerce in SEA, it was noted that 72% of all online traffic now derives from mobile devices as of 2017 and this figure is expected to be higher today.

Creative and new features to woo more online shoppers

With many players leveraging this sale period for their businesses, the 11.11 Sale also saw the introduction of unique features by top players in the industry in a bid to stand out from its competitors.

Among them is Lazada, who will stage a live star-studded 11.11 Super Show at the Axiata Arena. The show will be aired on multiple broadcasting channels, online streaming app and on its online shopping app.

Lazada’s extravagant live show for Singles’ Day mirrors Alibaba Group, who holds a similar live show for the same sales event in China as well. This is no surprise as the Chinese e-commerce giant recently doubled down on Lazada in 2018 with an RM8 billion (US$2 billion) investment and installed Lucy Peng, a founding member of Alibaba as Lazada’s new CEO.

A similar approach was emulated by Shopee and Lelong as well where unique product offers are made available through live videos streamed on Facebook.

Other unique features which has gained much popularity amongst top e-commerce players are flash sales, brand exclusive, and tax-free promotions.

Q4 2018 is e-commerce’s most important period

Based on our previous research, the final quarter of the year is the most important period for e-commerce players. While the 11.11 Sale is among the most popular online sale events, top e-commerce players should expect to obtain more online traffic and revenue in the month of December through the 12.12 Sale and the year-end sales.

This was evident in 2017 when we conducted a study to ascertain the most popular online sale period of the year. Although the 11.11 Sale did garner much interest, the 12.12 Sale gained more popularity and was the most searched online sales event of the year. This trend is expected to grow exponentially in the years to come with the ever-increasing interest in the world of online shopping.

This is an expert article by iPrice Group

About iPrice Group

iPrice Group is a meta-search website where Malaysian consumers can easily compare prices, specs and discover products with hundreds of local and regional merchants. iPrice’s meta-search platform is also available in six other countries across Southeast Asia namely in; Singapore, Indonesia, Thailand, The Philippines, Vietnam, and Hong Kong. Currently, iPrice compares and catalogues more than 100 million products and receives more than five million monthly visits across the region.

 iPrice currently operates three business lines: price comparison for electronics and health & beauty; product discovery for fashion and home & living; and coupons across all verticals.

 On a regular basis, iPrice Group releases key insights on topics pertaining e-commerce, startups, and others. Stay tuned to iPrice’s insights here: https://iprice.my/trends/insights/

Our views on Malaysia’s new tax on sugary drinks

By
Tan Heng Hong
-
Sweetened beverages in a convenience store in Malaysia. Image by minimeinsights.com

As forewarned back in August 2018 when news of the new Malaysian government’s possibility of imposing soda tax, we said the “announcement indicates the chance of a soda tax is high.” Rightfully, Finance Minster Lim Guan Eng announced in his 2019 budget speech that effective 1 April 2019, an excise tax of RM 0.40 (USD 0.1) per litre will be imposed on sweetened beverages.

In terms of the details, the tax will start kicking in if the beverage:

  • exceeds 5g per 100ml for sweetened drinks
  • has more than 12g per 100ml for juices

Shifting sugary drink consumption to foodservice

The health advocacy group Galen Centre for Health and Social Policy said the proposed tax will not serve the purpose of ssugar intake as Malaysians will instead satisfy their sugar craving by consuming more of their favourite teh tarik (pulled tea), Milo and other sweetened beverages at eatery outlets, which is true.

No room to accommodate HCL

The exemption of tax for sweetened beverages with a sugar content of up to 5g per 100ml seems to contradict with efforts by the Ministry of Health to encourage companies to reformulate with a lower sugar content through the voluntary Healthier Choice Logo (HCL) program first launched in 2017.

Under HCL, sweetened drinks that quality for HCL contain sugar of 6-7g/100ml. Quite a number of beverage companies have introduced reduced sugar option including F&N’s 100Plus Original, which is now 6g of sugar per 100ml, down from 6.6g.

Based on the new ruling, F&N can either keep the sugar level of its 100Plus Original unchanged at 6g or reduce the sugar content further to 5g per 100ml. This is the decision most beverage manufacturers must decide in the coming months if they want their products to avoid coming under the proposed tax.

We expect some beverage companies will choose to reduce their sugar content further to meet the requirement either by using more non-nutritive sweeteners or a combination of natural sugar and sweeteners. This will potentially open up more business opportunities for sweetener companies like stevia maker PureCircle in the near future.

Alternatively, beverage companies can choose to reduce their packaging size but this will mean having irregular sizes to maintain selling prices. We believe this will not be a feasible option for drinks in can but okay for PET.

Dutch Lady premiumises UHT with imported Dutch organic milk

By
Tan Heng Hong
-

Vietnamese UHT milk brands are using organic milk to premiumise their existing UHT range. Dutch Lady is the latest brand to introduce its own organic UHT milk. This comes after Vinamilk and TH Milk launched their own UHT milk in 2017. Unlike the two domestic milk companies, which have invested in setting up their own organic dairy farms, Dutch Lady took the import route by sourcing its 100% fresh organic milk from the Netherlands (Holland as described on the packaging).

The Dutch Lady Organic Milk is available in 1L and 200ml. It has 3.4g of protein per 100ml.

 

Vitagen Digestive Health On-Wheels Education Initiative Rolls Out to Promote Gut Health

By
Tan Heng Hong
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(2nd & 3rd from left) Mr. Poh Eng Lip, General Manager of VITAGEN and Mr. Ng Tuck Hong, Deputy General Manager of VITAGEN with representatives from PPUKM and NSM at the Launch of VITAGEN Digestive Health On-Wheels truck Launch, today.

Customised truck will be at 30 locations, providing health checks and consultation

 PETALING JAYA, 7 NOVEMBER 2018 – We often forget to take time to understand how to care for our gut health so VITAGEN has taken the initiative to share its expertise and knowledge directly with Malaysians with its new Digestive Health On-Wheels education initiative.

The Digestive Health On-Wheels education initiative features a truck fitted out with educational information on probiotics – Lactobacillus acidophilus & Lactobacillus paracasei – which are the ‘good’ bacteria’ that provide us with various digestive health benefits when consumed in sufficient amounts.

It will also be accompanied by gastroenterology nurses and nutritionists to provide members of the public with an analysis of their gut health and advice on how to improve it.

At the 30 locations it will go, the public will be able to get their digestive health screenings from nutritionists, receive counselling and stool-test kits from gastroenterology nurses and learn how to stay fit by fitness consultant.

The truck will also showcase the findings of the Pusat Perubatan Universiti Kebangsaan Malaysia (PPUKM) study as well as have interactive digestive health games, product sampling and products for sale on promotion.

“The VITAGEN Digestive Health On-Wheels is the first-of-its-kind mobile digestive health initiative created to educate consumers in a more creative and engaging manner. As the gut health leader in Malaysia, VITAGEN is doing this to create awareness about the importance of probiotics for a healthy gut which is essential for overall health as the recent study by latest findings by PPUKM have confirmed,” said General Manager of VITAGEN Mr. Poh Eng Lip.

“With more and more studies identifying the gut as our second brain, it is important for people to realise that the gut is critical to overall wellbeing and knowing how to care for it helps to alleviate many health problems. As the gut health leader in Malaysia, VITAGEN is committed to promoting the importance of a healthy gut,” added Poh.

“A simple way to achieve a healthy gut to boost immunity, mental clarity and even our mood is the regular consumption of probiotics in the form of Lactobacillus acidophilus and Lactobacillus paracasei.”

The PPUKM clinical research – led by Consultant Gastroenterologist, Associate Professor in Medicine, Head, Gastroenterology Unit, Dept of Medicine, Hospital Universiti Kebangsaan Malaysia, YM Associate Professor Dr. Raja Affendi Raja Ali – has shown that the Lactobacillus acidophilus and Lactobacillus paracasei probiotic strains in VITAGEN have a positive impact on gut health and immune system as about 70-80% of the immune system is found in the gut.

The study showed that 96% of respondents had improvement in constipation symptoms while 45% of respondents required a shorter toilet time.

It also showed that by consuming the probiotics contained in VITAGEN, the body produces less pro-inflammatory chemicals which reduces inflammation and enhances the immune system and that 73% of respondents with irritable bowel syndrome (IBS) benefited from enhanced immunity.

This is because the probiotics help the body to produce less pro-inflammatory chemicals, which reduces inflammation and enhances the immune system.

The billions of live probiotic cultures in VITAGEN are formulated to survive the journey through the gastrointestinal tract to help preserve the balance of good and bad bacteria. Once inside, they help with better digestion and a stronger immune system for a healthier gut, as well as to boost the body’s immunity to fight off diseases.

The immune system is designed to fight invading viruses, bacteria and other microbes while leaving healthy tissues alone and 70 per cent of our immunity defence lies in the gut.

Mental clarity is also affected by gut health as there is an internal complex ecosystem of bacteria located within the body called microbiome that regulate feelings and thought by communicating signals between the digestive tract and brain via the vagus nerve.

Numerous on-going studies have shown that the microfauna in the intestines play a major role in affecting our state of mind. So it is also important to keep the bacterial ecosystem in the gut balanced to assist in promoting better mental clarity.

When it comes to feeling good, 95 per cent of Serotonin – the chemical that contributes to emotional health, wellbeing and happiness among other things – is housed in the gut, where the probiotics there act as neurotransmitters to trigger the ‘feel good’ emotions.

“We are looking forward to more findings that further strengthen the understanding that  the gut is critical to overall wellbeing and knowing how to take care of it will help alleviate many health problems. As the gut health leader in Malaysia, VITAGEN will continue to educate and remind everyone to be good to their gut for better quality of life,” said Poh.

THE VITAGEN DIGESTIVE HEALTH ON-WHEELS CAMPAIGN TRUCK

  • First of its kind mobile digestive health truck
  • Truck Size: 27’ length x 7.5’ width x 12’ height
  • Will be at 30 locations in the Klang Valley
  • Accompanied by gastroenterology nurses and nutritionists.

ACTIVITIES FOR THE PUBLIC

  • VITAGEN and PPUKM Research Study Showcase
  • Digestive health screening and survey conducted by Gastro nurses
  • Stool Test Kit Distribution
  • Nutrition and healthy eating advice by nutritionists
  • Fitness advice by fitness consultant.
  • Interactive Digestive Health Games
  • Interactive Q&A with consumers
  • Multimedia Video of VITAGEN and PPUKM Research Results
  • VITAGEN Less Sugar product sampling and sales

VITAGEN – Regular, Less Sugar and Collagen

All variants of VITAGEN contain billions of live probiotic cultures of Lactobacillus acidophilus and Lactobacillus paracasei for better digestion and a stronger immunity.

VITAGEN Regular is made with wholesome milk and real fruit juice with no preservatives for a great fruity taste that is well-loved by everyone.

VITAGEN Less Sugar has a lower sugar content, specifically produced for those who are looking to lower their sugar intake but would still like to enjoy the many health benefits the brand offers. VITAGEN Less Sugar is certified with the Healthier Choice logo under the Ministry of Health.

VITAGEN Collagen Less Sugar is made with the same wholesome goodness of live probiotic cultures with the infusion of Marine Collagen peptides and prebiotics for youthful, glowing skin. VITAGEN Collagen Less Sugar is also certified with the Healthier Choice logo under the Ministry of Health.

 Drink VITAGEN every day to provide your body with its daily intake of healthy bacteria. For more information, please visit www.vitagen.com.my

           

Giant Leading the Fight Against Food Waste

By
Tan Heng Hong
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Image 1 (L-R) David Chiam, YM Dato' Dr. Tengku Mohamed Faziharudean Bin Tengku Feissal, YAB Dato' Seri Dr. Wan Azizah Binti Dr. Wan Ismail, YB Datuk Seri Saifuddin Nasution Bin Ismail & YBHG. Dato' Seri Jam
  • The Country’s leading hypermarket brand extends Giant Food Surplus Program to Kelantan.
    ● Program signifies Giant’s commitment to curbing the national concern of food wastage in the country.

KOTA BHARU, KELANTAN, 4 NOVEMBER 2018 – Giant, Malaysia’s favourite hypermarket and supermarket brand, in partnership with the Food Aid Foundation, launches the expansion of their Food Surplus Program to Kelantan, officiated by Yang Amat Berhormat Dato’ Seri Dr Wan Azizah Dr Wan Ismail Deputy Prime Minister cum Minister of Women, Family and Community Development.

One of the biggest national concerns, food wastage is a challenge for super market and hypermarket operators alike with 45% of all solid waste in the country being edible food waste. Adding to that, it is said that retailers around the country report large amounts of food wastage on an ongoing basis thus increasing the severity of the issue.

Taking place at Giant Superstore Tunjung, the launch of Giant’s corporate social responsibility (CSR) commitment to the fight against food wastage will first see Giant stores in Kelantan adopt the brand’s current food surplus module. Giant will be supplying goods and produce to the Food Aid Foundation, which will then be distributed to the local underprivileged community, including charity homes, welfare organisations, underprivileged families and soup kitchens in the area. Food Aid Foundation is a non-profit governmental organization (NGO) that acts as a ‘Food Bank’ where we will donate our unused or ‘end of shelf-life’ foods, which are then distributed to those in need, and therefore reduce wastage.

“We have always been committed to improving our operations to make a positive impact on this issue. Since 2016, to address this national concern, we have worked hand in hand with non-profit organizations, such as The Lost Food Project, to reduce wastage and create awareness on the issue while supporting the less fortunate. We cannot be any happier to work with the Food Aid Foundation as we bring fight against food wastage to additional states in Malaysia. Together with our partners, we hope to be able to help even more people while further reducing any wastage of food at our facilities,” said Pierre-Olivier Deplanck GCH Retail (Malaysia) Sdn Bhd Managing Director.

Officiating the launch, Yang Amat Berhormat Dato’ Seri Dr Wan Azizah Dr. Wan Ismail Deputy Prime Minister cum Minister of Women, Family and Community Development, commented, “I would like to commend Giant on their ongoing efforts in solving the issue of food wastage in our country. Giant’s Food Surplus program is in line with the government’s own commitment and efforts to better assist the underprivileged community in Malaysia as the food items and produce will go to those in need. Through our national Food Bank Malaysia program, we are also aiming to assist the retail industry by reducing the cost of operation for hypermarket and supermarket brands in the country. Both Giant’s Food Surplus program and the government’s own Food Bank Malaysia program will raise awareness on what each and every one of us can do help to reduce food wastage and benefit the less fortunate.”

One of Giant’s most recent venture, the launch of their Fresh Distribution Centre, carries the same testament. When products are stored past the point where they are suitable to be sold at stores around the country, they are shared to be re-distributed to those in need. These charities include homes for underprivileged children, soup kitchens for the poor and homeless, as well as those with special needs.

“Food has a shelf life that allows it to be safely consumed beyond the first few days and while we remove healthy, edible produce from our shelves as part of our commitment to selling only quality products; we are also able to now reduce the wastage of these products while addressing the vital concern of food surplus that comes from any large retailer. We believe in creating a sustainable supply chain so that we reduce fresh produce wastage while helping those in need.” Said Deplanck.

Also present at the launch of the program was the Minister of Domestic Trade and Consumer Affairs (KPDNHEP), Yang Berhormat Datuk Seri Saifuddin Nasution bin Ismail, who first led the Food Bank initiative in Pulau Pinang since May 2017, through the Mutiara Food Bank. The program’s success was a key factor in driving the implementation of the Malaysian Food Bank Program across the country today. The Ministry of Domestic Trade and Consumer Affairs (KPDNHEP), together with the help of key players in the industry such as Giant, and non-profit organizations like the Food Aid Foundation and Kechara Soup Kitchen, aim to assist the underprivilege in the country.

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