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His regular customers give him the cold shoulder.
Others stand outside his stall, warning potential buyers that his was the stall that sold beef as mutton.
It's enough to drive meat seller Yassin Abu Sali to tears.
"Before the news report, even if they did not buy meat from me, they would drop by the stall and chat with me. Now they don't," he said, his eyes turning red.
It did not matter that it was not Mr Yassin, 32, who sold minced beef as mutton but his mother-in-law, Madam Nabisha Begum.
In May, the National Environment Agency (NEA) visited the stall at Block 414, Yishun Ring Road, and found that the minced mutton Madam Nabisha sold to its undercover officer contained 18 per cent beef.
Said Mr Yassin: "I tried telling the television reporters that I was not the one who sold the meat and that I only took over the business from my mother-in-law on Nov 6.
"But many people who watched the news think it's me."
It has got so bad that even his friends have turned him away.