Esther Loo
Marketing Manager, Tai Sun (Lim Kee) Food Industries
Corporate Sponsor:
Autism Association (Singapore)
Donate Here!

Who are you? Tell us a bit more about yourself!

I have two main passions/preoccupations in life right now.
One – Family. With whom I work as the marketing manager of Tai Sun, a 3rd generation family business producing snack foods. It was started by my grandparents in the 60s and has become a household name of all sorts of nuts, dried fruits and chips. Over the last 48 years, we’ve been blessed with growth and we’ve often found ourselves in a place to give back. Two – Children. Both as the mother of a 3-year-old ball of energy and the owner of a MindChamps PreSchool. As a result, I work a lot with children and child development. It has grown into a special passion.

Why 50for50 and why now?

50for50 because it is such a great multiplier of goodwill. You’re not just raising money on your own, but every dollar you raise is multiplied and has the potential to go so much further. That’s really clever and I couldn’t let the opportunity pass. On a personal level, it gives me a chance to bring together the things closest to my heart.

Autism Association does some really important work in helping children (and adults) with autism. They run schools, support centres and programmes that give these children the support they need to live a meaningful life. Many of the kids I work with have so much going for them, and those who don’t could use our help.

50for50 is also significant to me because Tai Sun has been around for almost as long as Singapore has been independent. When Singapore turns 50, we turn 49, and Tai Sun has, in small ways, shared in Singapore’s heritage and her celebrations. Tai Sun snacks have become a celebration staple during Chinese New Year or Hari Raya, so I think it’s fitting that we’re a part of this SG50 initiative. Why now? I think there’s no better time than now. Singapore comes of age and it’s a good time to take stock of how far we’ve come and walk alongside those who may be a little behind.

What gets you up in the morning?

My son Ethan. If I don’t get up, he wakes me up.

Why this cause out of so many causes?

See above.

Any experiences with charity or non-profit work before?

No. Hopefully this will the first of many.

What kind of change are you looking to bring about as a changemaker?

Many of us know of or have children with intellectual disabilities such as Autism, but they are still very much at the fringe of society. We don’t understand the issues they face and I think that lack of understanding gives rise to fear, both of and for these children. If this platform gets even a handful of people thinking about their challenges then I think it’s done its job. Of course, we don’t just want you to think. Donate!!

What is your big idea on how to raise funds for 50for50?

It really isn’t a big idea, I’m afraid. Maybe even a little pedestrian, but it does involve good food which I think everyone in Singapore spends half their lives chasing down. Because my family is Hainanese and we love Hainanese food, I’ve partnered with Cheng Delicacies, a quaint little restaurant at Tiong Bahru that serves amazing Hainanese food.

Over 2 weekends (dates to be announced) we’ll be hosting our friends, customers, partners and anyone with whom our cause resonates, to lunch. With every individual or group set meal you order, a significant portion is going to AAS to give children with intellectual disabilities some support. We’ll be putting up a Facebook page to invite everyone to come down, have a solid meal and do some good at the same time.