Special Feature: 30 by 30: Moving Past the Hashtag to Food Security

With the recent setbacks to Singapore’s 30 by 30 goal, we must do more to strengthen our food security. Besides taking advantage of our high-rise skyline, we should educate and empower communities to care about the source of their produce.

By Matthew Howe, Founder of Grobrix

In April 2019, the Singapore government announced its “30 by 30” initiative, with a lofty ambition to produce 30 per cent of its food locally by 2030. To do this in land-scarce Singapore, the focus was placed on fish, leafy vegetables and eggs; food that does not need acres of arable land to thrive.

Shortly after the announcement, COVID-19 struck globally. The pandemic highlighted the weaknesses in Singapore’s food security, and we saw first-hand the importance of local produce. More recently, we witnessed numerous setbacks, restructures and a spate of closures from local hightech farms. With 2030 fast approaching, is #30by30 realistic? If not, what needs to change for us to get there?

Education and Empowerment Creates Demand for Local Produce

Price is a commonly cited issue with locally grown produce. Singapore has a particularly price-sensitive economy and currently, there remains a fundamental lack of interest from consumers in pricier local produce. What these consumers don’t realise is the multifaceted benefits of such a purchase: no preservatives; no single-use plastic; no use of conventional agriculture; reduced food miles; and more nutrient-dense produce. A few extra dollars in a weekly supermarket shop could pave the way for a more food-secure nation.

If we can educate and empower communities to care about the source of their produce, it might help shift the needle when it comes to their purchasing decisions. The responsibility for this behaviour shift should not fall solely on the shoulders of consumers. The direction needs to come from the top. If governments, the private sector and NGOs work together to educate our communities, we can bring about genuine change.

Consider the Go Green SG movement, spearheaded by the Ministry of Sustainability and the Environment (MSE). This nationwide initiative encourages the community to engage in collective actions for a cleaner and greener Singapore. Activities such as beach clean-ups, tree planting, food circularity programmes, and workshops on farming techniques and microgreen cultivation offer impactful ways to promote sustainable living.

Another significant effort is the Eco-Stewardship Programme introduced by the Ministry of Education (MOE) across all schools. This programme incorporates school-based initiatives and lesson plans to educate students on environmental sustainability. At Mee Toh School, Primary 3 students participate in a farm-to-table program where they learn about food security. They do so by growing vegetables hydroponically and cultivating mushrooms. The harvest is partly sold in the school canteen and partly donated to an old folks’ home.

Employee mental health and well-being are top priorities for businesses after the pandemic. Urban farming solutions present an excellent opportunity to blend employee engagement with sustainability initiatives. Edible vertical gardens enhance food quality and diversity, foster community engagement and cultivate a workplace culture centred on sustainability education.

As the founder of the urban farming business Grobrix, I have seen a surge in companies like Sodexo, M Moser, LinkedIn, Standard Chartered, and KPMG partnering with us to incorporate vertical gardens in their offices. The gardens promote sustainable living and take on a bigger role by becoming the centre of regular team activities such as harvesting sessions and salad workshops. These in turn encourage conversations on sustainability and positive lifestyle changes. The advantages of introducing greenery into urban spaces are clear—they improve coworker interaction, employee satisfaction, and overall well-being.

Beyond corporate settings, urban farming initiatives are also being adopted in hotels, retail spaces, and community centres. Edible vertical gardens offer unique benefits for businesses in the F&B and hospitality sectors. One such benefit is the ability to enhance their menu offerings with fresh and locally grown produce. For instance, Whole-foods store Little Farms installed one of our vertical farms and uses the produce in their café menu. Essentially, urban farming can act as an innovation tool for F&B and hospitality businesses to delight customers with new experiences.

Going Onward With 30 by 30 Requires Going Upward

Challenges in the urban farming industry, such as limited land availability and high initial costs, present opportunities for innovation and progress. Investing in local farms and embracing advanced technologies like automated systems and precision agriculture can help build a resilient and sustainable food system.

Through our collaborations, Grobrix has shown how hyper-local farming methods can integrate into urban structures, optimise space use and reduce operational costs. The success of our corporate partners highlights the potential of these systems to improve employee well-being and support corporate sustainability goals. By fostering educational initiatives and empowering communities to adopt sustainable practices, we can drive lasting change towards a more secure food future.

While Singapore is a small island nation, its skyline is dotted with skyscrapers and high-rise buildings. My ultimate vision is to transform Singapore’s Garden City into a Farm City, where indoor greenery is edible, and everyone engages in farming for a couple of hours a week. Singapore’s ambitious “30 by 30” goal represents a visionary journey towards resilience, sustainability, and food security for future generations. Achieving this goal requires coordinated efforts across various sectors, with education playing a vital role. Who’s with me?

In a world where connections often feel digital and fleeting, Grobrix is reigniting the timeless bond between people, their food, and the environment. Our journey began with a simple, yet profound realisation: food has the unparallelled power to bring us together, to root us in nature, and to remind us of the joy found in the act of growing, preparing and sharing a meal.

With farming often at a distance, Grobrix brings the farm and the farmers closer to communities and into the heart of our daily lives. Driven by a belief in sustainability, wellness, and community, Grobrix isn’t just a product or service—it’s a movement. It’s a movement to promote a more sustainable way of living. One that encourages self sufficiency and wellness, where farm-totable nutritious produce is just an arm’s reach away. Visit https://grobrix.com/ for more information.