Basic FairPrice stores in the heartlands, please

I agree with the writer of “No more no-frills store for FairPrice?” (Sept 7, online) that NTUC FairPrice should remember its roots.

Its first store opened in Toa Payoh to help lower-income families buy essential items at affordable prices, setting a benchmark for other grocery shops to follow.

Since then, it has expanded into high-end stores such as FairPrice Finest, some of which are located in heartland shopping centres.

Such premium stores sell more branded than basic goods, as with the Dairy Farm group, which operates the premium Cold Storage and Jasons MarketPlace apart from its standard Giant stores.

Sheng Siong, Yes and Prime supermarkets, on the other hand, do not have market-segmented stores. Maybe it is time for them to set up more stores in the heartlands to give consumers more choices in shopping for basic necessities.