Younger shoppers help power Little Farms’ islandwide expansion

[SINGAPORE] Set up to serve expatriates and the well-heeled, gourmet grocery chain Little Farms started pulling in a new audience during the pandemic: young Singaporeans.

US citizen Joe Stevens and his business partner Justin Reis set up the first Little Farms store in River Valley in 2016, stocking high-quality, organic groceries for fellow expats and affluent Singaporeans who lived in the area. In 2018, a second outlet was opened in Tanjong Pagar.

But during Covid-19, the chief executive officer of the company saw a rising number of young Singaporeans shopping at the outlets. “We realised that we were gaining traction beyond the original, committed customers.”