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Ministry of the Environment and Water Resources taps Grey SG for awareness campaigns

The Ministry of the Environment and Water Resources (MEWR) has appointed Grey Singapore to spotlight the issue of food security through awareness campaigns for the Singapore Food Agency (SFA). The SFA is a statutory board formed in April 2019, under the Ministry of the Environment and Water Resources to oversee food safety and security.

In a multi-layered assignment that includes three through-the-line campaigns, Grey has been tasked to raise public awareness on how consumers can play their part in strengthening food security in the country. According to SFA, over 90% of Singapore’s food supply is imported.

In the first half of 2020, Grey will be focusing on establishing how climate change impacts food security, while the second half will include motivating consumers to find out more about local produce. As part of this campaign, both SFA and Grey worked with local farmers, retailers and associations to design and develop three logos that would then allow shoppers to identify local produce at wet markets and supermarkets.

Through a poll until 31 January 2020, the public is encouraged to vote for a logo carrying the SG brandmark, which then is labelled on products that are homegrown, fresher, and reduces carbon footprint.

“Nothing makes us prouder than doing our small part in shining the spotlight on the most pressing issue of our time,” said Konstantin Popovic, CEO, Grey Singapore. Meanwhile, Minister for the Environment and Water Resources Masagos Zulkifli will be launching the ‘2020 Singapore Food Story initiative’ in the first quarter of 2020.

Marketing has reached out to Grey Singapore for additional information on its partnership and marketing efforts.

The topic of climate change has been discussed for couple of years now. Companies such as Microsoft and Amazon, among others are working towards eradicating their carbon footprints. Microsoft recently said it pledges to go “carbon negative” in the next decade, while Amazon aims to take its carbon emissions to net zero by 2040.

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