Bringing locally produced food to your doorstep. Driving local food movement in singapore

1. UFNetwork
Bring Locally grown
produce to your doorstep

2. Background
 Overarching need to increase import of
vegetables dues to growing demand
from increased in population and low rate
of local produce.
 Singapore also faces limited land area to
grow food due to higher priority given to
land usage for non-farming uses. Farming
area in Singapore fell 10%2 over the last 10
years.

3. Vision and Concept
 Tobecome a social media driven food
community/ farmer's market that offers
individuals the ease to purchase locally
grown groceries of their choice and have
the purchase delivered to their doorsteps.

4. Hypothesis
 We want to find out is there strong
demand for locally grown food in cities
such as Singapore?
 Given the land scarcity in Singapore, are
potential customers willing to use spaces
in their home for growing local produce.

5. Insights from online survey
 The survey results reflect that there is a demand in Singapore for
locally grown food.
 More than half of the respondents feel that it is important to have
locally grown food.
 Reasons for favoring locally grown food:
 reduce reliance from foreign country.
 freshness guaranteed
 healthy
 environment friendly.
 Respondents are willing to pay a premium price of not more than
5% of what they will normally pay for.
 57% of the customer segment is needed for the business model to
work.
 The crops that match both need from grower and buyer side are
 leaf vegetable, tomato, carrot, cucumber, mushroom, potato are
the desirable starting food that we will include for the community.

6. Insights from face to face
survey
 Most of the respondents are more willing to
give up a portion of their produce after
knowledge that giving back to the
community reaps some form of benefits
 Respondents are interested to aware of what
is going on in the community not necessarily
in the form of online games
 Regular posting of updates of community
activities like plant growth update is highly
desirable.
 Mixed review on the need for express delivery

7. Market Evaluation
2011
Per capita consumption (kg) 95
Population 5,183,700
Source:http://www.ava.gov.sg/AVA/Templates/AVA-
GenericContentTemplate.aspx?NRMODE=Published&NRNODEGUID=%7bF2752F0E-A9A1-4A96-BA40-
F6843F8CB26A%7d&NRORIGINALURL=%2fPublications%2fStatistics%2f&NRCACHEHINT=Guest#imports
The total available market is SGD438mil and our initial
market is SGD80.59mil.
Refer to appendix for more details

8. Evaluation of Outcome
 Not necessary for the venture to create an
online games that will shows community
update
 Devise a method that will shows buyer the
exact picture of the produce that they will be
buying to inject a sense of assurance
 Make it clear in all communication to
potential customers that this is a community
and they will be incentivize for contributing
more of their produce back to the community

9. Appendix

10. Source of Respondents
Cities of Reponsdents
Singapore Tokyo Belgrade
Helsingborg Metepec Portland
not identified
4% 4%
4%
4%
3%
4% 77%

11. Reasons for Choosing Locally
Grown produce
Freshness & Quality Safety & Quality
Environmental Concern Reducing Importing Reliance
22%
44%
17%
17%

12. Current Practice in Grocery
Shopping
NTUC Wet Market Supermarket other
9%
30%
39%
22%

13. Respondent Willingness in
becoming a grower for the
network
Yes No
23%
77%

14. Willingness to buy produce
online with assured quality
Yes No
35%
65%

15. Commonly bought produce
20 20 19 19 18
15

16. Desired produce to grow
12
10
8 8 7 7 7

17. retail cost/kg ($SG)* 4.23538834
kg $SG $US
PCC x
Market Evaluation
a) Total consumption 492,451,500 2,085,723,343.0 1,668,578,674.4 Population
b) F&B consumption (65%)* 320,093,475 1,355,720,172.9 1,084,576,138.3 a x 0.65
c) Other climate vegetables (40%)* 68,943,210 292,001,268.0 233,601,014.4 (a – b) x 0.4
d) Local farm produce 21,052,936 89,167,360.4 71,333,888.3
e) Total Available Market 82,361,879 438,001,890.0 350,401,512.0 a - b – c – d
based on
market survey
f) Served Available Market (65%) 53,535,221 284,701,228.5 227,760,982.8 Q5
based on
market survey
g) Target Market (23%) 18,943,232 100,740,434.7 80,592,347.8 Q7
h) Revenue (80%)* 15,154,586 80,592,347.8 64,473,878.2
* Assumptions
retail cost average from NTUC FairPrice
b) 65% consumed by F&B
c) 40% can't be growth locally
d) local farm produce sold at retail price
h) 20% taken by grower and donated to community