We also work closely with the Health Promotion Board (HPB), a government body, whose role is to promote a healthy lifestyle to all. Besides developing more 'Healthier Choice' products for grocery buyers, there are also joint collaboration, reaching out to schools, youths and adults.

One key event of the Healthy Eating, Healthy Living Partnership with HPB is the National Healthy Lifestyle Campaign (NHLC), where the Prime Minister of Singapore, Mr Lee Hsien Loong, will be the Guest of Honour (GOH).

This year’s National Healthy Lifestyle Campaign is aimed at youths and the grand finale on 7 Nov is targeted to reach out to some 10,000 youths at this multi-activities event. Youths in general are not too concern with their health nor about eating healthily. NHLC’s aim is to encourage youth to:-

§         Appreciate health as an asset which they should treasure from young.

§          Adopt positive lifestyle practices and habits to achieve their fullest potential and ambition.

With the attendance of our Prime Minister, wide media coverage of the event is expected, where there will be a further reach to another 500,000 via media reports.

At the community level, we collaborated with HPB in the Health Fair (Jul ’07 to Jan ’09) aimed at about 20,000 school children. Besides featuring our HCS products at the exhibition, we have a mass workout session with the school children.

In the heartlands, we also have a tripartite partnership (Nestle, HPB and NTUC FairPrice, the largest retailer chain in Singapore) in which we promote healthy eating via the “Healthier Us’ Fair. This fair is aimed at grocery buyers to buy ‘Healthier choice’ products as they are the main decision makers for their families meals. We expect to reach out to 70% of grocery buyers.