Latest news with #KidSTART
Associated Press
3 days ago
- Business
- Associated Press
Prudential announces $880,000 community investment to celebrate SG60 and its move to Labrador Tower
The investment includes household essentials hampers for over 1,100 ComLink+ families, a cash donation to the Prudential Longevity Pledge, and community edible gardens SINGAPORE - Media OutReach Newswire - 18 June 2025 - Prudential Singapore ('Prudential') has unveiled a special $880,000 SG60 community investment to celebrate Singapore's 60th birthday and its office move to Labrador Tower. From left to right: Eugene Tay, Senior Assistant Director, Sustainability Partnerships Office, Ministry of Sustainability and the Environment; Chan San San, CEO, Prudential Singapore; Joel Tan, CEO, KidSTART Singapore; Anil Wadhwani, CEO, Prudential plc; Jack Lim, Managing Director, Community Chest; Elizabeth Aw, Second General Manager, Social Service Office @ Kreta Ayer and Bukit Merah, Ministry of Social and Family Development. They were at an event to celebrate Prudential's move to its new office at Labrador Tower. During the event, Prudential also announced a $880,000 community investment which includes household essentials hampers for over 1,100 ComLink+ families residing in the vicinity of Prudential's new office at Labrador Tower, a cash donation to the Prudential Longevity Pledge, and the establishment of community edible gardens later this year. Aligned with the SG60 theme of 'Building Our Singapore Together', Prudential's community initiatives focus on uplifting and connecting Singapore residents to build a resilient and inclusive society for generations to come. They include household essentials hampers for over 1,100 ComLink+ families residing in the vicinity of Prudential's new office at Labrador Tower. In addition, the company will make a donation to the Prudential Longevity Pledge to further support KidSTART families through an ongoing fresh food produce programme, as well as establish community edible gardens later this year to nurture community bonds. Ms Chan San San, CEO of Prudential Singapore, said: 'With over 90 years of history in Singapore, Prudential has a deep connection with the country and its people. As Singapore marks its 60th year of independence and Prudential moves to its new office at Labrador Tower, we want to celebrate by investing in the wellbeing of our community.' Bringing corporate and agency teams under one roof at Labrador Tower In May 2025, Prudential completed its move to Labrador Tower, occupying a floor area of over 170,000 square feet in total. The extensive space houses both its corporate office which spans two and a half floors, and its agency offices which occupy five floors. The insurer has also incorporated an additional shared floor into the layout where corporate and agency teams can interact more easily. This will strengthen the synergy between Prudential's 1,200-strong corporate employees and 5,400-strong financial representatives in its agency. Ms Chan said: 'The move to Labrador Tower strategically unites our corporate and agency teams under one roof. We anticipate that the shared spaces and increased interactions will foster deeper collaboration, facilitate greater knowledge exchanges, and promote a more seamless approach to serving our customers.' Prudential's existing distribution channels also include strategic bancassurance partners, United Overseas Bank (UOB) and Standard Chartered. This year marks the 15th anniversary of working with UOB, while 2024 was the 25th anniversary with Standard Chartered. Together with Prudential's tied agency and financial advisory arm, Prudential Financial Advisers Singapore, they serve the financial needs of more than one million customers. Prudential's new office supports hybrid work with a variety of spaces to cater to different work requirements and greater collaboration between corporate and agency teams. These include libraries for focused tasks, different types of meeting areas for both informal and formal discussions, and convenient phone booths to take calls. Combined with Prudential's flexible work arrangements, the new office encourages both planned and spontaneous interactions to support knowledge sharing, enabling the corporate and agency teams to work together more effectively to better meet customers' needs. For more information on Prudential's $880,000 community investment, please refer to Annex A. Annex A - Prudential's SG60 community investment The $880,000 community investment comprises: Prudential volunteers will be packing and distributing household essentials hampers to over 1,100 ComLink+ families residing in the vicinity of Prudential's new office at Labrador Tower. Items in the hamper include household essentials such as hand soap and dishwashing liquid to support families in maintaining their wellbeing through access to essential personal hygiene and household cleaning items for a clean and healthy home environment. The SG60 community investment includes a cash donation to the Prudential Longevity Pledge, a fundraising programme established in partnership with Community Chest in 2021 to provide support to vulnerable groups in the community. This collaboration ensures sustained financial support, and is bolstered by Prudential's annual contributions. The SG60 cash donation will go towards supporting KidSTART Singapore ('KidSTART') families through its community programme, Healthy with KidSTART, which was launched in 2020 as a collaboration between Prudential and KidSTART. Aimed at promoting healthy eating habits among children aged 0-6 years old, Prudential contributes by funding the packing and delivery of monthly fresh produce packs to families, holding interactive and educational events, and producing resources such as live online cooking shows and recipe cards with tips on how to engage young children in the kitchen during meal preparation. Prudential[1] and KidSTART volunteers have clocked almost 20,000 volunteering hours since the inception of the programme, packing and delivering the fresh produce packs at least three times a year to benefit more than 3,000 KidSTART families. To foster community resilience for a more sustainable future, Prudential will be launching a new initiative called Heathy Harvest later this year. With this initiative, the company aims to drive environmental responsibility and enhance wellbeing by setting up community edible gardens. These gardens will serve as social and therapeutic green spaces that enable connection with nature, encourage sustainable gardening activities and promote healthy eating through the distribution of fresh produce grown at the gardens. More details on the community gardens will be shared at a later date. [1] Prudential volunteers comprise Prudential employees, agency force, partners, and friends and family. Hashtag: #Prudential The issuer is solely responsible for the content of this announcement. About Prudential Assurance Company Singapore (Pte) Ltd (Prudential Singapore) Prudential Assurance Company Singapore (Pte) Ltd is one of the top life and health insurance companies in Singapore, serving the financial and protection needs of the country's citizens for 94 years. The company has an AA- Financial Strength Rating from leading credit rating agency Standard & Poor's, with S$57.7 billion funds under management as at 31 December 2024. It delivers a suite of well-rounded product offerings in Protection, Savings and Investment through multiple distribution channels including a network of more than 5,400 financial representatives. About ComLink+ ComLink+ aims to uplift lower-income families with children towards stability, self-reliance and social mobility (3S). These lower-income families face additional challenges and often have to stretch limited resources to meet various needs. Through ComLink+, MSF partners and supports families over the longer term as they work towards achieving their aspirations and goals. Under ComLink+: here
Zawya
3 days ago
- Business
- Zawya
Prudential announces $880,000 community investment to celebrate SG60 and its move to Labrador Tower
The investment includes household essentials hampers for over 1,100 ComLink+ families, a cash donation to the Prudential Longevity Pledge, and community edible gardens SINGAPORE - Media OutReach Newswire - 18 June 2025 - Prudential Singapore ("Prudential") has unveiled a special $880,000 SG60 community investment to celebrate Singapore's 60 th birthday and its office move to Labrador Tower. Aligned with the SG60 theme of "Building Our Singapore Together", Prudential's community initiatives focus on uplifting and connecting Singapore residents to build a resilient and inclusive society for generations to come. They include household essentials hampers for over 1,100 ComLink+ families residing in the vicinity of Prudential's new office at Labrador Tower. In addition, the company will make a donation to the Prudential Longevity Pledge to further support KidSTART families through an ongoing fresh food produce programme, as well as establish community edible gardens later this year to nurture community bonds. Ms Chan San San, CEO of Prudential Singapore, said: "With over 90 years of history in Singapore, Prudential has a deep connection with the country and its people. As Singapore marks its 60 th year of independence and Prudential moves to its new office at Labrador Tower, we want to celebrate by investing in the wellbeing of our community." Bringing corporate and agency teams under one roof at Labrador Tower In May 2025, Prudential completed its move to Labrador Tower, occupying a floor area of over 170,000 square feet in total. The extensive space houses both its corporate office which spans two and a half floors, and its agency offices which occupy five floors. The insurer has also incorporated an additional shared floor into the layout where corporate and agency teams can interact more easily. This will strengthen the synergy between Prudential's 1,200-strong corporate employees and 5,400-strong financial representatives in its agency. Ms Chan said:"The move to Labrador Tower strategically unites our corporate and agency teams under one roof. We anticipate that the shared spaces and increased interactions will foster deeper collaboration, facilitate greater knowledge exchanges, and promote a more seamless approach to serving our customers." Prudential's existing distribution channels also include strategic bancassurance partners, United Overseas Bank (UOB) and Standard Chartered. This year marks the 15 th anniversary of working with UOB, while 2024 was the 25 th anniversary with Standard Chartered. Together with Prudential's tied agency and financial advisory arm, Prudential Financial Advisers Singapore, they serve the financial needs of more than one million customers. Prudential's new office supports hybrid work with a variety of spaces to cater to different work requirements and greater collaboration between corporate and agency teams. These include libraries for focused tasks, different types of meeting areas for both informal and formal discussions, and convenient phone booths to take calls. Combined with Prudential's flexible work arrangements, the new office encourages both planned and spontaneous interactions to support knowledge sharing, enabling the corporate and agency teams to work together more effectively to better meet customers' needs. For more information on Prudential's $880,000 community investment, please refer to Annex A. Annex A - Prudential's SG60 community investment The $880,000 community investment comprises: Household essentials hampers for ComLink+ families Prudential volunteers will be packing and distributing household essentials hampers to over 1,100 ComLink+ families residing in the vicinity of Prudential's new office at Labrador Tower. Items in the hamper include household essentials such as hand soap and dishwashing liquid to support families in maintaining their wellbeing through access to essential personal hygiene and household cleaning items for a clean and healthy home environment. Cash donation to the Prudential Longevity Pledge The SG60 community investment includes a cash donation to the Prudential Longevity Pledge, a fundraising programme established in partnership with Community Chest in 2021 to provide support to vulnerable groups in the community. This collaboration ensures sustained financial support, and is bolstered by Prudential's annual contributions. The SG60 cash donation will go towards supporting KidSTART Singapore ("KidSTART") families through its community programme, Healthy with KidSTART, which was launched in 2020 as a collaboration between Prudential and KidSTART. Aimed at promoting healthy eating habits among children aged 0-6 years old, Prudential contributes by funding the packing and delivery of monthly fresh produce packs to families, holding interactive and educational events, and producing resources such as live online cooking shows and recipe cards with tips on how to engage young children in the kitchen during meal preparation. Prudential[1] and KidSTART volunteers have clocked almost 20,000 volunteering hours since the inception of the programme, packing and delivering the fresh produce packs at least three times a year to benefit more than 3,000 KidSTART families. Establishment of community edible gardens To foster community resilience for a more sustainable future, Prudential will be launching a new initiative called Heathy Harvest later this year. With this initiative, the company aims to drive environmental responsibility and enhance wellbeing by setting up community edible gardens. These gardens will serve as social and therapeutic green spaces that enable connection with nature, encourage sustainable gardening activities and promote healthy eating through the distribution of fresh produce grown at the gardens. More details on the community gardens will be shared at a later date. [1] Prudential volunteers comprise Prudential employees, agency force, partners, and friends and family. Hashtag: #Prudential The issuer is solely responsible for the content of this announcement. About Prudential Assurance Company Singapore (Pte) Ltd (Prudential Singapore) Prudential Assurance Company Singapore (Pte) Ltd is one of the top life and health insurance companies in Singapore, serving the financial and protection needs of the country's citizens for 94 years. The company has an AA- Financial Strength Rating from leading credit rating agency Standard & Poor's, with S$57.7 billion funds under management as at 31 December 2024. It delivers a suite of well-rounded product offerings in Protection, Savings and Investment through multiple distribution channels including a network of more than 5,400 financial representatives. About ComLink+ ComLink+ aims to uplift lower-income families with children towards stability, self-reliance and social mobility (3S). These lower-income families face additional challenges and often have to stretch limited resources to meet various needs. Through ComLink+, MSF partners and supports families over the longer term as they work towards achieving their aspirations and goals. Under ComLink+: Family coaches and volunteer befrienders journey with ComLink+ families on their customised action plans to support their needs and aspirations. Government and the community work together to provide Comprehensive, Convenient, and Coordinated (3C) support. Government and the community give additional longer-term support to ComLink+ families who do their part to secure a better future. About Community Chest As the hallmark of care and share, Community Chest has been uniting the community to mobilise resources and raise funds to serve those in need since 1983. Community Chest supports more than 200 critical programmes to meet underserved and critical social needs. As our fundraising and operating costs are covered mainly by Tote Board, 100% of your contributions goes towards empowering the lives of adults with disabilities, children with special needs and youth-at-risk, persons with mental health conditions, and families and seniors in need of support. For more information about Community Chest, visit About KidSTART Singapore KidSTART Singapore Ltd (KidSTART SG) is a non-profit organisation specialising in supporting families in early childhood development. We partner the government, the hospitals and the community to empower families with less resources in building strong foundations for their children under 6 years old. Our team of highly trained KidSTART practitioners support caregivers with evidence-based guidance on pregnancy, child development and assessments on the developmental progress of children from birth onwards. Our vision is to give children a good start in life. KidSTART SG is a Company Limited by Guarantee (CLG) and registered as a charity with Institution of a Public Character (IPC). Click here to check eligibility and for more information on KidSTART SG. About Healthy with KidSTART Healthy with KidSTART is an early childhood nutrition programme, launched in 2020 as a collaboration between KidSTART Singapore ("KidSTART") and Prudential Singapore. The initiative is aimed at promoting healthy eating habits among children aged 0-6 years old, recognising that good nutrition during this stage is crucial to their development. Through the programme, families receive monthly deliveries of fresh vegetables and fruits. They also gain access to recipe cards that teach them how to make healthy meals via simple and affordable recipes with the items they receive. Prudential Singapore
Malay Mail
4 days ago
- Business
- Malay Mail
Prudential announces $880,000 community investment to celebrate SG60 and its move to Labrador Tower
The investment includes household essentials hampers for over 1,100 ComLink+ families, a cash donation to the Prudential Longevity Pledge, and community edible gardens From left to right: Eugene Tay, Senior Assistant Director, Sustainability Partnerships Office, Ministry of Sustainability and the Environment; Chan San San, CEO, Prudential Singapore; Joel Tan, CEO, KidSTART Singapore; Anil Wadhwani, CEO, Prudential plc; Jack Lim, Managing Director, Community Chest; Elizabeth Aw, Second General Manager, Social Service Office @ Kreta Ayer and Bukit Merah, Ministry of Social and Family Development. They were at an event to celebrate Prudential's move to its new office at Labrador Tower. During the event, Prudential also announced a $880,000 community investment which includes household essentials hampers for over 1,100 ComLink+ families residing in the vicinity of Prudential's new office at Labrador Tower, a cash donation to the Prudential Longevity Pledge, and the establishment of community edible gardens later this year. Bringing corporate and agency teams under one roof at Labrador Tower Prudential's $880,000 community investment, please refer to Annex A. Annex A - Prudential's SG60 community investment Household essentials hampers for ComLink+ families Cash donation to the Prudential Longevity Pledge Establishment of community edible gardens [1] Prudential volunteers comprise Prudential employees, agency force, partners, and friends and family. SINGAPORE - Media OutReach Newswire - 18 June 2025 - Prudential Singapore ("Prudential") has unveiled a special $880,000 SG60 community investment to celebrate Singapore's 60birthday and its office move to Labrador with the SG60 theme of "Building Our Singapore Together", Prudential's community initiatives focus on uplifting and connecting Singapore residents to build a resilient and inclusive society for generations to come. They include household essentials hampers for over 1,100 ComLink+ families residing in the vicinity of Prudential's new office at Labrador Tower. In addition, the company will make a donation to the Prudential Longevity Pledge to further support KidSTART families through an ongoing fresh food produce programme, as well as establish community edible gardens later this year to nurture community bonds.: "With over 90 years of history in Singapore, Prudential has a deep connection with the country and its people. As Singapore marks its 60year of independence and Prudential moves to its new office at Labrador Tower, we want to celebrate by investing in the wellbeing of our community."In May 2025, Prudential completed its move to Labrador Tower, occupying a floor area of over 170,000 square feet in total. The extensive space houses both its corporate office which spans two and a half floors, and its agency offices which occupy five floors. The insurer has also incorporated an additional shared floor into the layout where corporate and agency teams can interact more easily. This will strengthen the synergy between Prudential's 1,200-strong corporate employees and 5,400-strong financial representatives in its agency."The move to Labrador Tower strategically unites our corporate and agency teams under one roof. We anticipate that the shared spaces and increased interactions will foster deeper collaboration, facilitate greater knowledge exchanges, and promote a more seamless approach to serving our customers."Prudential's existing distribution channels also include strategic bancassurance partners, United Overseas Bank (UOB) and Standard Chartered. This year marks the 15anniversary of working with UOB, while 2024 was the 25anniversary with Standard Chartered. Together with Prudential's tied agency and financial advisory arm, Prudential Financial Advisers Singapore, they serve the financial needs of more than one million new office supports hybrid work with a variety of spaces to cater to different work requirements and greater collaboration between corporate and agency teams. These include libraries for focused tasks, different types of meeting areas for both informal and formal discussions, and convenient phone booths to take calls. Combined with Prudential's flexible work arrangements, the new office encourages both planned and spontaneous interactions to support knowledge sharing, enabling the corporate and agency teams to work together more effectively to better meet customers' more information onThe $880,000 community investment comprises:Prudential volunteers will be packing and distributing household essentials hampers to over 1,100 ComLink+ families residing in the vicinity of Prudential's new office at Labrador Tower. Items in the hamper include household essentials such as hand soap and dishwashing liquid to support families in maintaining their wellbeing through access to essential personal hygiene and household cleaning items for a clean and healthy home SG60 community investment includes a cash donation to the Prudential Longevity Pledge, a fundraising programme established in partnership with Community Chest in 2021 to provide support to vulnerable groups in the community. This collaboration ensures sustained financial support, and is bolstered by Prudential's annual SG60 cash donation will go towards supporting KidSTART Singapore ("KidSTART") families through its community programme, Healthy with KidSTART, which was launched in 2020 as a collaboration between Prudential and KidSTART. Aimed at promoting healthy eating habits among children aged 0-6 years old, Prudential contributes by funding the packing and delivery of monthly fresh produce packs to families, holding interactive and educational events, and producing resources such as live online cooking shows and recipe cards with tips on how to engage young children in the kitchen during meal preparation. Prudential[1] and KidSTART volunteers have clocked almost 20,000 volunteering hours since the inception of the programme, packing and delivering the fresh produce packs at least three times a year to benefit more than 3,000 KidSTART foster community resilience for a more sustainable future, Prudential will be launching a new initiative called Heathy Harvest later this year. With this initiative, the company aims to drive environmental responsibility and enhance wellbeing by setting up community edible gardens. These gardens will serve as social and therapeutic green spaces that enable connection with nature, encourage sustainable gardening activities and promote healthy eating through the distribution of fresh produce grown at the details on the community gardens will be shared at a later #Prudential The issuer is solely responsible for the content of this announcement. About Prudential Assurance Company Singapore (Pte) Ltd (Prudential Singapore) Prudential Assurance Company Singapore (Pte) Ltd is one of the top life and health insurance companies in Singapore, serving the financial and protection needs of the country's citizens for 94 years. The company has an AA- Financial Strength Rating from leading credit rating agency Standard & Poor's, with S$57.7 billion funds under management as at 31 December 2024. It delivers a suite of well-rounded product offerings in Protection, Savings and Investment through multiple distribution channels including a network of more than 5,400 financial representatives. About ComLink+ ComLink+ aims to uplift lower-income families with children towards stability, self-reliance and social mobility (3S). These lower-income families face additional challenges and often have to stretch limited resources to meet various needs. Through ComLink+, MSF partners and supports families over the longer term as they work towards achieving their aspirations and goals. Under ComLink+: Family coaches and volunteer befrienders journey with ComLink+ families on their customised action plans to support their needs and aspirations. Government and the community work together to provide Comprehensive, Convenient, and Coordinated (3C) support. Government and the community give additional longer-term support to ComLink+ families who do their part to secure a better future. As the hallmark of care and share, Community Chest has been uniting the community to mobilise resources and raise funds to serve those in need since 1983. Community Chest supports more than 200 critical programmes to meet underserved and critical social needs. As our fundraising and operating costs are covered mainly by Tote Board, 100% of your contributions goes towards empowering the lives of adults with disabilities, children with special needs and youth-at-risk, persons with mental health conditions, and families and seniors in need of more information about Community Chest, visit KidSTART Singapore Ltd (KidSTART SG) is a non-profit organisation specialising in supporting families in early childhood partner the government, the hospitals and the community to empower families with less resources in building strong foundations for their children under 6 years old. Our team of highly trained KidSTART practitioners support caregivers with evidence-based guidance on pregnancy, child development and assessments on the developmental progress of children from birth onwards. Our vision is to give children a good start in SG is a Company Limited by Guarantee (CLG) and registered as a charity with Institution of a Public Character (IPC).Click here to check eligibility and for more information on KidSTART with KidSTART is an early childhood nutrition programme, launched in 2020 as a collaboration between KidSTART Singapore ("KidSTART") and Prudential Singapore. The initiative is aimed at promoting healthy eating habits among children aged 0-6 years old, recognising that good nutrition during this stage is crucial to their the programme, families receive monthly deliveries of fresh vegetables and fruits. They also gain access to recipe cards that teach them how to make healthy meals via simple and affordable recipes with the items they receive.
Barnama
27-05-2025
- Health
- Barnama
TAFF, IIUM And Temasek Foundation To Collaborate On Maternal, Child Health Initiative
By Nur Ashikin Abdul Aziz SINGAPORE, May 27 (Bernama) -- The Tunku Azizah Fertility Foundation (TAFF) and the International Islamic University Malaysia (IIUM) will collaborate with Singapore's Temasek Foundation to develop a maternal and child health initiative to be piloted in Pahang. Tengku Ampuan of Pahang, Tunku Azizah Aminah Maimunah Iskandariah, who is also TAFF founder and life president, described the From Womb to World initiative as a timely and vital effort to empower mothers and families through a complete ecosystem of care, support, and empowerment. bootstrap slideshow 'We know from science and faith that the first 1,000 days of life -- from the moment of conception to a child's second birthday -- are a sacred window of growth and development. It is in these tender beginnings that a child's body, brain, and spirit are most open to shaping. 'When we nurture these early days with love, care, and protection, we set the course for a lifetime,' Her Royal Highness said in her address during her visit to the KK Women's and Children's Hospital (KKH) here on Tuesday. Tunku Azizah, who is also IIUM Constitutional Head, expressed hope that the initiative could later be expanded to other parts of Malaysia and explore potential synergy with other esteemed institutions like the Supreme Council for Motherhood and Childhood in the United Arab Emirates (UAE). Temasek Foundation executive director and chief executive officer Ng Boon Heong said the foundation welcomed the opportunity to partner with TAFF and IIUM on the initiative, which could offer a powerful pathway to nurture life at its formative age. 'Through this partnership, we believe we can co-create a meaningful model of maternal and child health, one that honours both evidence and cultural traditions,' he said. During the visit, Tunku Azizah was briefed on Temasek Foundation and KKH's collaborative programmes that champion early childhood intervention and couples' support to uplift families and strengthen communities, such as the KK Human Milk Bank, KIDS 0-3 programme (now called KidSTART), and Project ARIF.
Associated Press
25-02-2025
- Health
- Associated Press
Over 600 parents and children commemorate Healthy with KidSTART five-year anniversary at largest What's for Lunch? event to date
The Healthy with KidSTART initiative has expanded significantly, growing from supporting 120 families in 2020 to more than 3,100 families in 2024 SINGAPORE - Media OutReach Newswire - 25 February 2025 - On 22 February 2025, over 600 KidSTART parents and children gathered for a day of fun at the What's for Lunch? A Farm Adventure food expo organised by Prudential Singapore ('Prudential') and KidSTART Singapore ('KidSTART'). The event featured a series of activities and performances to promote healthy eating and was held at The Lawn @ The Foothills, Fort Canning Park. (From left) Mr Joel Tan, Chief Executive Officer of KidSTART Singapore, KidSTART mother Ms Nur Farah, Ms Sun Xueling, Minister of State for Social and Family Development, Ms Chan San San, Chief Executive Officer of Prudential Singapore, and KidSTART mother Ms Sangeetha D/O Jagathisa, join more than 600 parents and children at the What's for Lunch? A Farm Adventure food expo, at The Lawn @ The Foothills, Fort Canning Park. Joining the families was the event's Guest-of-Honour, Ms Sun Xueling, Minister of State for Social and Family Development, Ms Chan San San, CEO of Prudential Singapore, and Mr Joel Tan, CEO of KidSTART Singapore. Programme Presenters include the Health Promotion Board and National University Hospital. The event also marked the fifth anniversary of Healthy with KidSTART, an early childhood nutrition programme launched in 2020. This initiative aims to help lower-income families with children aged six and below - a period critical for physical and cognitive development - adopt healthy eating habits. The programme, a collaboration between KidSTART and leading life and health insurer Prudential as the main sponsor, has grown significantly from supporting 120 families in 2020 to more than 3,100 families in 2024. It provides monthly fresh produce packs including vegetables and fruits, as well as resources on healthy eating from Prudential. This longstanding partnership between KidSTART and Prudential has been a cornerstone in promoting early childhood nutrition and well-being for lower-income families. Prudential has gone beyond providing monthly fresh produce packs to actively engaging in community outreach efforts such as educational workshops, the provision of healthy plates¹ for children, and resource development such as live online cooking shows and recipe cards with tips on how to engage young children in the kitchen during meal preparation. Prudential² and KidSTART volunteers have clocked almost 20,000 volunteering hours since the inception of the programme packing and delivering the fresh produce packs at least three times a year. Recognising the pivotal role of family meals in shaping lifelong nutrition, the What's for Lunch? series was introduced in 2022. This series features interactive cooking workshops by celebrity chefs to equip parents with practical skills and confidence to prepare balanced meals, as well as tips on how to engage their children while cooking. This initiative aligns with Prudential's goal to ensure lower-income families and children have access to healthy ingredients and the know-how to prepare budget-friendly and nutritious meals, enabling people to live well for longer. At What's for Lunch? A Farm Adventure, parents and children enjoyed an eventful day of child-related health and nutrition activities. This is the first event of such scale that has been arranged for KidSTART families by Prudential. The day's itinerary included craft and stage activities for children, educational workshops such as a Weaning workshop titled 'Solid Start: Nurturing Your Baby's Love for Real Food' and a 'How to: Affordable & Healthy Meals' talk by Programme Presenters National University Hospital (NUH) and Health Promotion Board (HPB) respectively, as well as live cooking demonstrations by celebrity chef Mel Dean. Throughout the event, families were encouraged to participate in the various farm-themed games and activities where they could collect stamps and redeem a goodie bag containing a limited edition What's for Lunch? 2025 recipe book, food pouches and a parent-child engagement activity booklet from HPB. The games and activities included Farmer's Market Sweep, where attendees shopped for ingredients to prepare nutritious dishes, Palette to Plate, a colourful art-making activity using vegetable and fruit stamps, and Colourful Farm Sorting, a team game that helps parents understand the importance of incorporating a wide variety of coloured foods into their child's diet. Through this initiative, KidSTART and Prudential are not just addressing nutritional needs but also nurturing healthier, happier families for a brighter future. This shared mission reinforces the importance of ensuring every child gets a good start in life to enjoy a vibrant and healthy future. Quotes Ms Sun Xue Ling, Minister of State for Social and Family Development, said: 'Today we celebrate the fifth-year anniversary of Healthy with KidSTART. When we first started this, it was still during the COVID-19 pandemic and we had to do everything mostly online. Over the last five years, so many things have happened. KidSTART, with the support of Prudential as the main sponsor, has produced fresh food produce packs and recipe cards, online cooking demonstration series which have helped lighten the load for busy parents and provided families valuable tips on child nutrition and practical meal preparation tips. It's not just about eating. As you eat together, you will also form strong family bonds in the process.' Ms Chan San San, CEO of Prudential Singapore, said: 'We are pleased to celebrate the five-year milestone of the Healthy with KidSTART programme. At Prudential, we want to do our part to ensure children from lower-income families have access to healthier foods, and share with parents how to prepare affordable, nutritious meals. This will foster healthy eating habits from young and contribute towards a healthier future. We see this as a commitment to support our community's well-being.' Mr Joel Tan, CEO of KidSTART Singapore, said: 'We are grateful for the support and partnership of valuable partners such as Prudential Singapore, who as the main sponsor, have been instrumental, in the growth and success of the Healthy with KidSTART programme, allowing more than 3,100 families to benefit from monthly fresh food produce packs each month. Good nutrition during the early years is essential to a child's physical, cognitive, and emotional development. Prudential's steadfast commitment over the years also means that our families are able to rely on their continued support, which gives them greater peace of mind and allow them to focus more on their children's other needs. The programme has helped to address nutritional gaps and support healthier communities, while also strengthening parent-child bonds. This milestone is especially meaningful as KidSTART marks its fifth anniversary this year, with an exciting lineup of events planned to commemorate this occasion. We look forward to continued meaningful collaborations to give every child a brighter and healthier future.' Quote from Beneficiary 1 – Ms Cindy Too Xing Di Cindy is the mother of Ace Tong Wei Heng, who joined the KidSTART programme in February 2024. Cindy Too, Healthy with KidSTART beneficiary, said: 'We've always preferred home-cooked meals, and the fresh food produce packs from the Healthy with KidSTART programme have been such a great help. Using the fresh ingredients, we make soups and porridge for our son, who has just started on solids. It makes us happy to know that we have help to build healthy eating habits for our son from as early as possible.' Quote from Beneficiary 2 – Ms Sangeetha D/O Jagathisan Sangeetha is the mother of Vihas Vedhan S/O Vasanthran, and Vihana D/O Vasanthran. They joined the KidSTART programme in December 2023. Sangeetha D/O Jagathisa, Healthy with KidSTART beneficiary, said: 'Before joining the Healthy with KidSTART programme, we were quite picky eaters and rarely bought vegetables for our meals. But with the fresh food packs, we didn't want the vegetables to go to waste, so we started including them in our meals. It's been such a positive change! Our 1.5-year-old son has become curious and willing to try different vegetables, and we're so happy he's not a fussy eater. I also learned about new vegetables I'd never seen before and picked up tips from relatives and online to cook them. These fresh food packs have really encouraged us to explore healthier meals together as a family.' Quote from Beneficiary 3 – Ms Nur Farah Jannah Binte Abdul Karim Nur Farah is the mother of Arfa Ayaana Binte Muhammad Firdaus, Asfa Aryan Bin Muhammad Firdaus, and Ayla Amelia Binte Muhammad Aqil. They joined the KidSTART programme in March 2022. Nur Farah, Healthy with KidSTART beneficiary, said: 'With the fresh produce provided, we've been able to prepare healthy meals for the family, ensuring there's food on the table. This was very helpful especially during tough times. As a mom who is currently breastfeeding, these nutritious ingredients have been essential in supporting my milk supply to feed my baby. It's also a joy to see my children excitedly identify the ingredients in the pack and talk about them—it's become a fun and educational experience for all of us.' ANNEX About Healthy with KidSTART Healthy with KidSTART is an early childhood nutrition programme, launched in 2020 as a collaboration between KidSTART Singapore ('KidSTART') and Prudential Singapore. The initiative is aimed at promoting healthy eating habits among children aged 0-6 years old, recognising that good nutrition during this stage is crucial to their development. Through the programme, families receive monthly deliveries of fresh vegetables and fruits. They also gain access to recipe cards that teach them how to make healthy meals via simple and affordable recipes with the items they receive. ¹Healthy Plates were provided to families in the past, to encourage and educate parents on providing the right proportions of each food category in meals for their children. ²Prudential volunteers comprise Prudential employees, agency force, partners and friends and family. Hashtag: #PrudentialSingapore #CommunityInvestment The issuer is solely responsible for the content of this announcement. About Prudential Assurance Company Singapore (Pte) Ltd (Prudential Singapore) Prudential Assurance Company Singapore (Pte) Ltd is one of the top life and health insurance companies in Singapore, serving the financial and protection needs of the country's citizens for 93 years. The company has an AA- Financial Strength Rating from leading credit rating agency Standard & Poor's, with S$53.3 billion funds under management as at 31 December 2023. It delivers a suite of well-rounded product offerings in Protection, Savings and Investment through multiple distribution channels including a network of more than 5,200 financial representatives. About KidSTART Singapore KidSTART Singapore Ltd (KidSTART SG) is a non-profit organisation specialising in supporting families in early childhood development. We partner the government, the hospitals and the community to empower families with less resources to build strong foundations for their children under 6 years old. Our team of highly trained KidSTART practitioners support caregivers with evidence-based guidance on pregnancy, child development and assessments on the developmental progress of children from birth onwards. Our vision is to give children a good start in life. KidSTART SG is a Company Limited by Guarantee (CLG) and registered as a charity with Institution of a Public Character (IPC).
