“PioneersOK!” is a way of expressing our appreciation for the Pioneers of Singapore. It is an extension of NTUC social enterprises’ efforts to deliver social impact by giving our pioneers a more positive experience at our supermarkets, food courts, and other stores. It is a small way to say “thank you” to the pioneers for their contributions to nation-building, as well as a recognition of the important roles they continue to play in our lives today.

The initiative was launched on 13 October 2014 will run till the end of 2015.
It consists of retail offers in three components:

In addition to the above, there are ongoing activities and workshops along the themes of daily essentials, cooked food, healthcare and learning.