Key Takeaways
- Jessica Fong, CEO of Common Farms, discusses her journey in building a sustainable urban farming business in Hong Kong.
- Common Farms specializes in local, high-quality microgreens and baby greens, catering to premium restaurants.
- The business launched just before COVID-19, requiring resilience and adaptability to navigate significant challenges.
- Collaboration with chefs and focus on precision agriculture were key drivers of success.
- Fong emphasizes the importance of collaboration within the indoor farming industry to drive innovation and sustainability.
Jessica Fong’s Journey: Building Common Farms
From Restaurants to Urban Farming
Jessica Fong, Founder and CEO of Common Farms, shared her inspiring entrepreneurial journey on the Vertical Farming Podcast with host Harry Duran. Fong’s experience transitioning from the restaurant industry to urban farming offers valuable insights into innovation and adaptability in the face of challenges.
Fong launched Common Farms in late 2019, just before the COVID-19 pandemic disrupted supply chains and restaurant operations. With a focus on microgreens and baby greens, her company quickly became a trusted supplier for high-end restaurants in Hong Kong, including the Mandarin Oriental and Grand Hyatt.
Navigating Challenges With Common Farms Amid COVID-19
Adapting to the Pandemic
Starting a business during the pandemic required resilience. “COVID was a silver lining,” Fong reflected. “It gave me the focus to refine the business and build something meaningful.”
Fong’s ability to adapt included managing crop inconsistencies, scaling operations, and exploring new market opportunities. She emphasized the importance of perseverance and staying true to her mission of providing high-quality, locally grown produce.
Fostering Relationships with Chefs and Consumers
Targeting High-End Restaurants
Fong’s strategy was rooted in strong partnerships with chefs, tailoring her crops to meet their specific needs. By collaborating with chefs on menu development, Common Farms established itself as a reliable supplier of premium microgreens and edible flowers.
“Chefs helped educate me about crop diversity and flavor profiles,” Fong explained. “This collaborative process allowed us to refine our offerings and build lasting relationships.”
Educating Consumers
Fong also worked to educate consumers about the benefits of locally grown produce. “We opened our farm for visits and focused on transparency,” she said. This approach helped build trust and foster appreciation for hyperlocal, pesticide-free produce in Hong Kong’s competitive market.
Leveraging Indoor Farming for Precision Agriculture
Innovation in Urban Farming
With limited space and high operating costs, Fong emphasized the importance of precision agriculture. “Every decision matters, from the soil composition to the packaging,” she noted.
By using indoor farming technologies, Common Farms was able to meet specific customer demands while maintaining consistent quality. “Indoor farming allows us to grow precisely what the market needs,” Fong said.
Functional Foods for the Future
Looking ahead, Fong plans to focus on the functional food aspects of her crops, leveraging their nutritional benefits. “Microgreens should be part of everyone’s daily diet,” she explained, highlighting plans to collaborate with universities on nutritional research.
Building a Collaborative Industry
Collaboration in Indoor Farming
Fong underscored the importance of industry collaboration to advance innovation. “We can’t do this alone,” she stated. “Sharing research and working together can help us all produce better quality food and bring it to market more effectively.”
Connecting with the Global Community
Her recent participation in an indoor farming conference in Chicago further inspired Fong to engage with peers and share insights. “Every market is different, but we all face similar challenges,” she said, emphasizing the value of shared learning in the industry.
Reflections on Leadership
Growing as a CEO
Reflecting on her journey, Fong acknowledged the challenges of delegating responsibilities and trusting others with her vision. “Building a business teaches you a lot about yourself,” she shared. “It’s been a process of learning to let go and bring the right people into the team.”
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