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Singapore’s Smitten by the U.S. Supermarket Experience
by Dale L. Good
Despite the allure of life overseas,
even dyed-in-the-wool expatriates sometimes yearn for a taste of
the familiar. Unfortunately, the range of U.S. foods and food
products that are readily available on grocery shelves back home
can be tough to find in foreign retail environments.
About 17,000 U.S. citizens living in Singapore have occasionally known that feeling.
Many of these expatriates have shopped at NTUC FairPrice Cooperative, government-supported supermarket chain, which for years has catered to middle- and lower income shoppers. NTUC FairPrice owns over 60 stores and accounts for the lion’s share of Singapore’s estimated $1 billion supermarket sales.
In the eyes of consumers who miss the U.S.-style of grocery shopping, FairPrice has recently attained a higher plane. The chain now sponsors a U.S.-style supermarket, which opened in Singapore late last year.
The new "Liberty Market," which touts the Statue of Liberty in its logo, is sourcing about 60 percent of its total sales directly from the United States.
For the expatriate crowd, Liberty Market has turned out to be a real head-turner. For the native Singapore shopper, it is the ultimate food shopping experience for products ranging from microwaveable popcorn to steak sauce to the largest assortment of U.S. snack foods in Singapore.
FairPrice is spending about $2 million to outfit the 25,000-sq. ft. market, which expects to achieve a turnover of more than $20 million within the first year.
More Than Just a Market Niche
"What’s exciting is that Liberty Market is more than just a new supermarket for U.S. expatriates who live in Singapore," says Roger Romrell. "It’s a whole new ‘American’ shopping experience for Singaporeans as well."
He should know. During the market’s
opening phase, as representative of the international component
of the Independent Grocers’ Alliance Inc., Romrell found
himself assisting with the initial set-up.
"There’s been so much that’s going on behind the scenes in Singapore," he points out.
Take for example the learning curve that U.S. supermarkets bring with them, starting with high standards of hygiene.
"When we say we’re doing ‘hands on’ training, we’re talking about impeccably clean hands on," he says.
Liberty Market has emphasized state-of-the-art food-handling technology to Singapore, including the latest in refrigerated cases and improved management of storage.
Then, to give Liberty Market its authentic American polish, an expert team of trainers was recruited from Stevens Point, Wisc.; Lincoln, Neb.; Bend, Ore.; and Turlock, Calif.
Spelling Opportunity for U.S. Producers
Bringing the U.S. supermarket to southeast Asia is only one
side of the equation. As a showcase for U.S. products within the
region, Liberty Market also serves to deliver new marketing
opportunities to the doorstep of the United States.
"It’s a two-way street. We’re encouraging American suppliers to be more aggressive," says Romrell, who lauded support from the Foreign Agricultural Service’s Emerging Markets program.
Retailing innovations like Liberty Market generate exposure for U.S. products and create interest among the retail buying community. Once good, strong interest is aroused, trade show participation can score a whole host of sales.
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The author is U.S. Agricultural Trade Officer in Singapore.
Tel.: (2712) 342-1981; Fax: (2712) 342-2264; E-mail: atosing@pacific.net.sg
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