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SINGAPORE – A new initiative was launched on Friday (November 6) to help some 800 families better prepare meals for their children.
Each family will receive a care package with healthy foods, including foods for infants and preschoolers, such as multigrain snacks, multivitamins, and milk.
The initiative, called Healthy with KidStart, is a collaboration between insurance company Prudential Singapore and the Early Childhood Development Agency (ECDA).
Of the 800 families, 120 had also received fresh fruit and vegetables in October and will continue to receive them in November and December.
The Minister of State for Social and Family Development and Education, Sun Xueling, who attended the launch at the Prudential office at Marina One, participated in a cooking competition with Prudential Singapore CEO Dennis Tan.
Ms. Sun made a cucumber and egg pita, while Mr. Tan made a tuna and vegetable sandwich.
All 800 families are under ECDA’s KidStart program, which provides social, health and child development support for low-income families with children under the age of seven.
Prudential is one of the community partners that ECDA works with to provide additional support to KidStart families under the Growing Together with KidStart initiative.
All 800 families will also have access to the online platform, Pulse Communities, where they can get health and nutrition information, as well as videos of simple recipes and tips on how to shop for foods suitable for young children.
Families can also use the portal to interact with Prudential volunteers to share ideas about healthy living and encourage each other to cook and eat well.
Ms. Sun said, “KidStart was launched to give our young children a good start in life, and Healthy with KidStart is a fitting extension of what we want to achieve.
“This program not only provides tangible benefits like healthy food, but also builds the ‘heart’ through a social platform for KidStart families and the community to come together and support each other.”
Tan said Prudential is committed to helping the community live well longer, and that starts with helping the very young build a strong foundation.
The Healthy with KidStart program is also supported by grassroots initiative Masks Sewn with Love, delivery company Lalamove, and cloud kitchen for social enterprises The Social Kitchen.
Masks Sewn with Love will provide masks for adults and children in the care packages, while Lalamove will deliver the packages with Prudential volunteers. The Social Kitchen will supply fresh produce to 120 KidStart families.
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