Farmers’ market at Jem this weekend to promote local produce, support Singapore farms

SINGAPORE – Fancy cooling down with an ice cream containing home-grown spinach or dining on barramundi farmed in Singapore?

You could get your wish if you visit the farmers’ market at the FairPrice Xtra outlet at Jem on Aug 2 and 3, where more than 60 locally farmed products – including fresh vegetables, eggs and fish – will be available.

Made in Singapore Farmers Market was launched by the FairPrice Group to support local farms and produce while celebrating Singapore’s 60th year of independence.

“Local farmers and suppliers play an important role in Singapore’s food resilience and, as the nation’s largest retailer, we are committed to leveraging our size and scale in support of this ecosystem,” said a FairPrice Group spokesperson.

Between 2023 and 2024, the FairPrice Group observed a more than 10 per cent growth in demand for local produce.

The spokesperson said that through initiatives such as the farmers’ market, it can increase awareness of what these home-grown businesses offer.

The market will feature six local farms: The Fish Farmer, Chew’s Egg, Yili Farm, Sustenir, Green Harvest and Growy SG.

Visitors can sample the goods on display and learn about the benefits of local produce and the role it plays in Singapore’s food security.

Better yet, they can learn how to whip up dishes like egg foo yong and steamed fish with crispy chai poh by attending cooking demonstrations that will be conducted in collaboration with the Singapore Food Agency.

Besides getting a taste of first-of-its-kind food products like locally made spinach ice cream by Nippon Koi Farm, visitors can sample marine tilapia and black fungus.

They can also win prizes and enjoy flash deals on local produce, including 60-cent trays of eggs and $6 seafood promotions.

Those who spend a minimum of $60 at the store in a single receipt with at least two local products can take home a plushie shaped like a red snapper, crystal lettuce or other local produce.

The market is part of the FairPrice Group’s initiatives to support the budding development of Singapore’s local produce scene and provide local farmers with a platform to showcase their products to a larger audience.

The group said it observed “steady growth” in demand for local produce across its supermarkets from January 2024 to July 2025, without providing numbers.

The group currently offers close to 180 locally sourced products in stores to meet customers’ diverse grocery needs and preferences, it said.

Popular local produce includes eggs, seafood like red snapper and sea bass, and vegetables such as bean sprouts and kale.

Mr Malcolm Ong, chief executive of local aquaculture firm The Fish Farmer, said that such events are crucial in raising awareness about local farms and local produce, adding that some Singaporeans may not know much about them.

“Such events are very important because they allow us to connect with the community, share with them what we have. Once people know, they become more aware and they actually like the local produce,” he said.

Mr Ong added: “Nobody really talks about local farms, local produce, so that’s why we need to get the word out.”

Mr Ken Cheong, chief executive of the Singapore Agro-Food Enterprises Federation, welcomed such initiatives and said he hoped that retailers can do these things more often.

“All outreach to help locals better understand and support local produce is important, so that our farms can sell steadily and scale up steadily too,” he said.

The local farming sector has been gripped by closures and falling output, with the 2024 Singapore Food Statistics report showing that production of vegetables and seafood is declining, while egg production has been on an upward trend.

Farmers have said that the lack of offtake, or the ability to sell the produce to consumers, is a challenge.

Singapore is aiming to produce 30 per cent of its nutritional needs locally by 2030.