For a country that acknowledges eating as a national pastime, it is well documented that Singapore imports about 90% of its own food supply.

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SFA is the national authority entrusted with the mission of ensuring stringent food safety standards and growing a resilient supply of farm-to-fork for Singapore. 

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The end-to-end campaign includes a fresh Singapore local produce sticker used on goods in supermarkets, and many out-of-home posters across the country.

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On top of offline and online engagement to support the campaign and drive consideration, a dedicated website was launched to educate the audience on the local farm-to-fork scene and the community behind it.