Any Colour You Like

SALT Magazine - - Lightly Salted - TEXT WEETS GOH PHOTO LIT­TLE FARMS

Home­grown gro­cery brand Lit­tle Farms is ex­pand­ing rapidly, and for good rea­son.

If you’re the sort of per­son that cat­e­gorises their M&Ms ac­cord­ing to colour be­fore eat­ing, walk­ing into Lit­tle Farms will make your heart burst with joy. Fresh pro­duce of ev­ery shape and colour fills the store; along­side ev­ery­thing from condi­ments, dairy, booze, pasta and snacks all stacked and ar­ranged neatly.

It’s a gro­cery store, but the par­tic­u­lar kind where you leave with shop­ping bags filled with de­li­cious things you never knew you wanted or needed un­til now.

De­spite their mod­estly-sized stores, Lit­tle Farms stocks over 2,000 prod­ucts, many of which are sourced from Aus­tralia and parts of Europe from farm­ers and pro­duc­ers that the gro­cery store has main­tained re­la­tion­ships with for years. In fact, co-founder Fred Mou­jalli takes time to con­nect with all the pro­duc­ers that he works with, in or­der to make sure that each one prac­tises farm­ing that is “clean and eth­i­cal”. Mou­jalli also per­son­ally tastes ev­ery prod­uct that is sold at the store (some of his favourites in­clude Mag­gie Beer’s Burnt Fig, Hon­ey­comb and Caramel Ice Cream; and Ar­ling­ton Hum­mus), as it’s im­por­tant to him that he “be­lieves in ev­ery prod­uct” he sells.

Ex­plain­ing Lit­tle Farm’s creed, Mou­jalli, who’s a sec­ond gen­er­a­tion gro­cer, shares: “We make it a point to treat our cus­tomers like our fam­ily. We are ev­ery­one’s friendly neigh­bour­hood gro­cer; we are pas­sion­ate, re­li­able and eth­i­cal— there is a per­sonal touch that can’t be found on­line.”

Thanks to a mix of qual­ity, fresh pro­duce; rea­son­able prices; and friendly ser­vice, the brand has seen rapid growth. Opened in 2016 with a sin­gle out­let in Val­ley Point, Lit­tle Farms has since added two new lo­ca­tions (United Square Shop­ping Mall and Tan­jong Pa­gar Cen­tre), with a third one (Hol­land Vil­lage) set to open in Au­gust.

LIGHTLY SALTED

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