Singapore Favourite Food Village (SFF) took place from 12 to 21 July with 40 food vendors participating this year, 20 of which were voted for by the public. Held at Bayfront Avenue in Marina Bay, SFF was seemingly quieter with the exceptions of more crowds on weekend evenings. Luke Lee, director of the Singapore Food & Beverage Alliance which organised SFF explained that they were advised to hold the event at this location this year instead of Waterfront Promenade @ Marina Bay due to the water ponding problems at the venue, and therefore they did not want to take the risk. However, the village’s rather isolated location (as expressed by vendors and guests) has affected the business of the vendors. The nearest train station at Bayfront MRT and parking at Marina Bay Financial Centre meant that a fairly long walk was still required to reach village. Some of the vendors also expressed that the tent was too humid and stuffy, causing them discomfort throughout the event with the harsh weather conditions. They felt that last year’s location, which was nearer to the Singapore River, was more suitable. Vendors were grateful though for the efforts of the organising committee to hire a bus to fetch visitors from around the area to the village in an attempt to bring in the crowds. Many vendors agreed that this year’s theme to showcase local delights was very interesting, giving them a chance to put Singapore’s local food and culinary history in the spotlight. This is an improvement from last year’s Food Village theme of "Seafood Tales of Temasek", which did not showcase the island’s unique local food culture. Visitors have however been disappointed with the higher prices for the food.
While this year vendors did not need to pay for rental, they did have to give 20% of their profits as commission which combined with miscellanous fees, resulted in some food prices going higher than usual (for example, the oyster omelette was selling for S$8 per plate and carrot cake at S$5). There was a limited edition NETS FlashPay card that comes with four vouchers that entitled guests 20% discount for the food purchases. Using the NETS FlashPay card also allowed guests to enjoy 20% discount for their beverages. Another challenge for the vendors was to replicate the exact flavours of the local dishes just as guests would expect when they are at a hawker centre.
Overall, it was shared that there are still areas for SFF to improve to draw a bigger turnout. Vendors who have participated in previous years agreed that the 2010 and 2011 location at Clark Quay was the best as it had closer proximity to other buildings and thoroughfares, and had a better nightlife crowd which boosted business further. However, infrastructure and space for the village has also become an issue with more vendors joining each year. Lee stated on behalf of the organising team that they are pleased with this year’s turnout, and that they look forward to next year’s edition of the food village.
