article sync with hero Bc video cna to lx-Ebb & Flow’s new online grocery store Modern Provision caters to Asian lifestyles, says CEO Lim Kian Chun
Singapore’s hotpot lovers have a new advocate in Modern Provision, an e-grocer that retails, among other things, hotpot bundles with high-quality ingredients for small groups. Its CEO Lim Kian Chun – who’s behind eateries like Chin Mee Chin – shares more.
“Things that are done more naturally leads to a higher quality product,” said Ebb & Flow CEO Lim Kian Chun, explaining Modern Provision’s ethos. “For example, pasture-raised cattle, cage-free eggs, free-range chickens.”
By partnering with specialty farms, the grocer can offer a range of products that can’t be found elsewhere easily. This exclusivity then appeals to consumers who are always on the lookout for novel and high-quality food experiences. But, as a venture that combines retail, distribution and F&B concepts, Modern Provision’s business model is not unique in Singapore – outfits like Culina, Little Farms and Providore come to mind.
What sets the grocer apart is how it caters to Asian lifestyles. “Our target customers are locals and expats who live a local lifestyle,” Lim said. What this means is that you’ll find steamboat bundles for groups of four to six; ready-to-eat packs of frozen collagen broth and double-boiled herbal chicken soup; as well as condiments like miso paste, mala paste and sambal matah.
But perhaps Modern Provision’s most defining feature is its ambition to create its own circular economy. Premium items are either retailed on its website or funnelled to Tribal, Slate or Ebb & Flow’s high-end offerings, such as Sommer and Willow. Less prized items might be repurposed as ready-to-eat packs. Fresh ingredients about to expire can be fermented, made into stock or blended into smoothies – the sky’s the limit.
On his thought process, Lim said: “Traditional grocers buy tons of fruit and vegetables that sit on their shelves. If nobody buys them, they go to waste. You have to be a little bit more innovative. Can I use the vegetables across the restaurants, once they start to wilt? Can I make them into juices, gelatos or other concepts around these products to ensure that they don’t go to waste?”
