THE CONSUMER'S WISH LIST

Boutique Fairs, Decathlon, and Little Farms have emerged from pandemic times with strength and gusto to tackle the economic uncertainties of the new year after refining their customer experience.

- MARY LIM, LAUREN TAN & LYNETTE KOH

JOE STEVENS Co-Chairman, CEO & Shareholder, Little Farms

The best people are always the ones who love to eat, and Joe Stevens is in good spirits when we meet him at Little Farms’ newest outpost in Serangoon Gardens. As the goto for premium, all-natural and organic produce, Little Farms has six grocery stores, four of them with restaurants, and The Starter Lab, a stand-alone cafe.

A meticulously curated product range has been the hallmark of Little Farms since opening its first stop in River Valley in February 2016. The team works only with farmers trusted for their ecologically-sensitive and ethical agricultural practices. Time and effort are also spent on ensuring products don’t contain harmful nasties such as preservatives, antibiotics, and growth hormones, says Stevens.

“Providing customers with nutritious and delicious food is part of our mission to enable people to live happier and healthier lives,” adds Stevens, who spent 23 years in investment banking and private equity before joining the company in March 2018.

With such conviction, Little Farms powered through more than two years of the pandemic, when supply chains were frequently disrupted, and the team often worked round the clock to keep stores fully stocked. “Some of our freight rates increased by almost fivefold, but our supply chain stayed intact. Our long-standing relationships allowed us to work closely with suppliers to maintain and grow supply — and even reduce some of our buy prices. We also absorbed some of the increasing costs to minimise the price impact on our customers,” says Stevens.

You’ve also started working with local growers recently. What has been the response?