NO SAY TO ADDITIVES
Healthy eating and additive-free foods have never been more popular. We shine the spotlight on three companies and the good people behind them who make it possible. By Priyanka Elhence
Everyone wants to eat well. But given Singapore’s timepoor lifestyle, sometimes eating healthy and nutritious is not as easy as it may seem. It’s no secret that consumer demand for healthier food, especially those that are minimally processed, and are preservative- and additive-free, is on the rise. Given how this trend has been on the rise over the past few years, Singapore is now home to a plethora of better options when it comes to alternate food sources and healthier choices. Even Impossible Foods has just launched its products into retail outlets for consumer convenience. The benefits of cleaner eating are well known, so we’re shining the spotlight on some companies that are doing their bit to bring you better food choices.
Says Rebecca Forwood, Founder/director, The Fishwives Pte Ltd, “I was brought up in a family where the quality of food was the most extremely important, so I’ve always been very discerning at what I eat, and where it’s come from. When I arrived in Singapore, it was virtually impossible to find food with ‘no nasties’. No one really thought that much about it and didn’t really question where their food came from. People were unaware and didn’t really understand that a lot of their food was fed hormones and antibiotics and also often had colourants and extenders added to it. 20 years ago, I really struggled in those early days to find good food that didn’t contain chemicals and additives – ‘organic’ wasn’t a thing and food wasn’t a focus like it is now. I was inspired to ‘educate’ people on the importance of ‘Clean and Green’ and ‘No Nasties’ so decided to import into Singapore and started with bringing the New Zealand King Salmon.”
Forwood’s mum and aunty started the very first Fishwives in Hong Kong in 1991, and brought in New Zealand King Salmon. The one-off shipment quickly grew into a successful business due to the huge demand as it was easily the best fish anyone had ever tried in Hong Kong. “When my mum left Hong Kong, I took over the business and continued it even after moving to Singapore in 2000,” she says. “I do feel like I started the movement in Singapore and decided that I shouldn't stop at fish.” In 2013, Forwood expanded into Cluny Court, and has been growing successfully with 30% revenue year on year, with a loyal customer base.
But are customers ready to pay premium prices for premium ingredients? “Our customers are more willing to pay premium prices for these better-quality products as they are very conscious of the food they eat. Many customers tell us that they would prefer to eat more expensive but better-quality food two to three times a week than buy cheaper lower-quality products every day. They trust us and know that we are very discerning about what we sell and who we source from,” says Forwood.
their mission to supply a better range of dietary products to support their child and the local community with intolerances by establishing Alternative Selection, with Ryan’s Grocery as the face of its grocery front.
“Most of our brands are certified carbon neutral, with zeronet carbon emissions. Being carbon neutral means carbon emissions produced by the producers, from paddock to plate, are compensated with activities or initiatives that absorb the same amount of carbon or more. For instance, our pork producer, Borrowdale, offsets their carbon emissions by supporting projects like wind farms in India that generate clean, renewable energy,” says Foo.
The Fishwives deals directly with all its suppliers and has complete control of the products once they arrive in Singapore. They will also be adding a vegan range to existing offerings that are free of chemicals and ‘fillings’. “We collect our shipments within an hour of their arrival, unlike most companies that receive
their products from distribution companies. We are assured that our products are always kept in the correct temperature as they are loaded directly onto our refrigerator truck at the airport and taken directly to our cold storage facility. This ensures that quality and food safety are never compromised.”
Also introducing additive-free frozen meats to foodies seeking modern convenience, without any of the MSG or preservatives, are the duo behind Direct to Masses. Kent Leong, co-owner of Direct To Masses and second-generation owner of roasted meats supply company De Tai Food Supply says, “Instead of having to settle for lukewarm takeout laden with MSG, we’re offering consumers a better alternative that is as convenient as buying takeout.” His partner and co-owner is Dylan Ong, who helms the kitchen at his three-year-old restaurant on Beach Road, called The Masses.
On a mission to deliver the best quality products to stay-home foodies, the owners’ strategy to stay ahead of competition is to offer consumers modern convenience in the form of easy-to-prepare, low-carb options with complete peace of mind when it comes to quality, nutrition and convenience.
Says Ong, “Our premium products such as Duck Leg Confit, Christmas Porchetta, Bourbon Char Siew, and Lurou (braised minced pork), are made with locally-sourced ingredients and produce, so we’re also supporting local businesses, while offering an affordable price point. For instance, our Roasted Pork Belly is of great value and can easily be considered a fridge staple, even for most middle-income households.” Leong goes on to share that the game-changing technology of blast freezing is what enables Direct To Masses to successfully produce additive-free foods of restaurant quality that can be heated up at home in under 30 minutes, with all textures and flavours intact.”
• Beef: Australian grass fed Cape Grim Beef from the most northwest point in Tasmania.
• Lamb: Our Temana lamb is 100% free farmed lamb from New Zealand’s remote South Island stations. The Fishwives is Temana’s first (and currently only) retailer of the product as it has up till now, only been served at the best restaurants around the world.
• New Zealand King Salmon: Our Akaroa Salmon is reared in Lucas Bay, a deep-water bay near the entrance of the Akaroa Harbour on the east coast of New Zealand’s South Island, a natural environment and home of a wild salmon population. The salmon are farmed in the ‘old style’ way with close monitoring and hand feeding in multiple cages. Unlike other salmon farms, they farm with extremely low stocking densities, without the use of any hormones or antibiotics.