PRIMA OPENS A TRUE SINGAPORE RESTAURANT
 
PFS Pte Ltd, a member of mainboard listed Prima Limited today launched a new concept restaurant called Prima Taste at Centrepoint's food street, (unit #01-63/64). Positioned as "A True Singapore Restaurant", the outlet is the first of its kind for PFS in Singapore and will set new standards in the local food scene.
 
This new-age eatery offers a wide variety of Singapore's favourite local dishes like Laksa, Mee Siam, Hainanese Chicken Rice and Prawn Mee. For a little indulgence, the menu also offers deluxe items like Popiah with Sri Lanka Crabmeat and King Prawn Mee. The objective is to replicate the authenticity of these well-loved dishes served in the old days. To provide customers with a wide variety of choices, new dishes will be introduced regularly to create interest for repeat visits. Prices at the outlet range from S$2.50 to S$24.00.
 
Besides the delicious and authentic local cuisine, the focal point of Prima Taste will be its décor, which incorporates a touch of old Singapore with the new. Wall murals in the outlet depict scenes of hawkers in the old days selling familiar local favourites. The murals were painted by talented students of the Nanyang Academy of Fine Arts (NAFA) who were specially engaged by PFS for the project.
 
To blend with this unique art décor, stainless steel and wood finishes are installed at the outlet, to give it a sophisticated and modern feel.
 
"We are very excited about the opening of Prima Taste. Singaporeans today are more discerning and expect quality food at reasonable prices. We have set up Prima Taste to give our customers authentic and delicious local cuisine at affordable prices and in a unique ambience. Here, we provide a complete dining experience through our décor and good service, without compromising on affordability and quality," said Mr Tony Loke, Executive Director of Prima Food Pte Ltd and Group Corporate Planner of Prima Limited.
 
"With the recent restructuring of our F&B business and the introduction of our new PFS logo, Prima Taste is an excellent platform for us to reinforce our position in the food industry. We have positioned Prima Taste as "A True Singapore Restaurant" to reflect the authentic and rich local cuisine that we have to offer at affordable prices. Prima Taste is therefore a step forward for us to reinforce our new direction in providing the public with a total dining experience," added Mr Loke.
 
The company plans to export the Prima Taste restaurant concept, thereby promoting Singapore food. Its sister company, Prima Food Pte Ltd, manufactures the Prima Taste range of Singapore dishes in ready-to-cook pastes and premixes, which will enable PFS to deliver consistently great-tasting authentic Singapore dishes to food-lovers in other parts of the world.
 
PFS Pte Ltd is one of the leading food service companies in Singapore. To date, it owns and operates 10 food establishments, which are categorized into fine dining, casual dining, cafeterias and catering services.
 
Prima Limited was founded in 1961 as one of the pioneer flour millers in Singapore. Since then, the company has diversified into food manufacturing, restaurants, bakery franchising, R&D services, bakery equipment distribution, information technology, trading, investments and property. It is now an established international industrial group in Singapore, with overseas operations in Malaysia, Sri Lanka and China. It was listed on the SGX main board on 26 June 1969. The Group turnover for 1999 was S$172.4 million.