SINGAPORE: NTUC FairPrice customers can look forward to a sweeter and juicier range of vegetables from Medan, Indonesia - the result of the fertile volcanic soil and cool climate there.
The supermarket chain has started selling five varieties of leafy vegetables such as kailan and chye sim, from the area under a new house brand, Pasar Indonesia.
FairPrice said it planned to double the number in the next few years. This is part of FairPrice's strategy of diversifying its vegetable sources.
FairPrice and Indonesian supplier Horti Jaya signed an agreement
on Thursday to supply and pack vegetables exclusively for the new Pasar
The vegetables come from farms in Brastagi in the Karo highlands, some 70 kilometres from Medan.
Mr Sunario Chan, president director of PT Horti Jaya, said: "It's a volcanic area; the soil is particularly fertile, very conducive climate. That explains why we select the place and the vegetables grow very well. Vegetables grown in the highland have this particular sweetness taste, juiciness. "
Although there have been volcanic activities in the area recently, Horti Jaya said its crops were not badly affected as wind conditions were favourable.
The supermarket chain said it has been working with Horti Jaya since 2007 and is impressed with the quality of their produce, safety standards and supply reliability.
FairPrice also sources its vegetables from countries such as Malaysia and Thailand.
Tng Ah Yiam, NTUC FairPrice's managing director (Group Purchasing, Merchandising and International Trading), said: "When we are able to source vegetables from various sources....we are able to stabilise the supply. When you have supply stability, you'll have price stability. So our role is to ensure prices are stable for our consumers."
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