‘Choose Good. Do Good’ from Sustenir makes Singaporeans aware about carbon footprint of imported food

Singapore-based sustainable agriculture brand Sustenir has launched its first ever brand campaign called ‘Choose Good. Do Good’. The campaign was created by Iris which won the business a few months ago.

Sustenir aims to motivate Singaporeans and the world at large to choose local produce by creating a consumer facing carbon currency – a price tag that indicates the cost of a particular item in environmental terms.

The campaign will play out via print, out-of-home, social media, influencers and PR. Speaking about the campagin Iris Singapore managing director Sorcha John said: “Did you know that the carbon cost of one days’ worth of imported lettuce is equivalent to 28 trips around the world? Or that the carbon equivalent of one days import of leafy greens is equivalent to leaving a car running for seven years?

“While most people are aware that adopting sustainable ways of living are critically important, so often good choices don’t exist, or are not convenient. The magnitude of the climate crisis and the rhetoric that surrounds it, often means that individuals feel powerless in making a tangible difference. 

“This campaign is Sustenir’s first opportunity to raise awareness of the true environmental cost of imported food. Through this work, we hope to help Singapore understand how important individual actions are in creating the much-needed global change.”

Sustenir co-founder and CEO Ben Swan said: “As a country, Singapore has limited land and resources. The carbon currency shows the environmental impact and the huge carbon debt the small nation owes to the world. We hope that ‘Choose Good. Do Good’ is an enabler of better choices and encourages everyone to build a better world.”

“The world needs a sustainable future and a commitment to build a circular economy by using fewer natural resources such as land and water, and maximising yield that is nutritious and harvested every day.” 

Singapore’s Minister for the Environment and Water Resources Masagod Zulkifli said: “The Intergovernmental Panel on Climate Change estimates widespread declines in crop yields of up to 25% by 2050 due to climate change impacts. Singapore is also exposed to the volatilities of the global food market, because we import over 90% of our food supply.

“We need new paradigms in the agri-food industry. Supporting our existing farms to innovate and increase productivity is a key pillar of the ‘Grow Local’ strategy. We will expand production in state-of-the-art indoor farms. Farms such as Sustenir and Panasonic optimise plant growth and increase yield exponentially through high-tech solutions like LED lighting and climate control.

“By controlling growing variables, these farms are climate-resilient, and can maintain high quality. The Government will spend almost $400 million towards research and innovation in water, circular economy and climate change and food. These significant investments will help us to explore greater possibilities across the food-water-energy-waste nexus, achieve new results, and scale up.”

 Sustenir was founded in 2013 and started off growing kale and arugula in a vertical farm. It’s product rangehas expanded to include three kinds of juices and pesto.


Managing director: Sorcha John

Executive creative director: Ed Cheong

Deputy creative director: Yashas Mitta

Planning director: Mittu Torka

Associate account director: Lynn Ong

Senior art director: Elvin Villar

Copywriter: Darren Tan

Creative digital writer: Prianka Ghosh

Senior community manager: Martin Tan

Head of integrated production: Tenny Ker

Senior integrated producer: Denise Decruz

Head of design: Jenson Lee

Iris PR

Head of PR: Rahat Kapur

Lead PR consultant: Madhavi Tumkur

Iris Concise Consultants

Director: Richard Reid

Senior strategy manager: Masudur Rahman

External Production

Illusion CGI Studio

Media Partner

Carat Singapore

Clear Channel

Sustainer Agriculture

Benjamin Swan

Jack Moy

Kaye Villar

Cherilyn Lo


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