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Signed, Sealed, Delivered!

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The new owners of Farmer’s Market, Matthew Beldham and Kenly Soloren, discuss quality, sustainability and affordability, and their ongoing plans for expansion.

When Kenly Soloren and Matthew Beldham took over Farmer’s Market in January, it was already one of Hong Kong’s leading online food distributors, with a loyal client base in Discovery Bay. Kenly and Matthew, who also own Hooked Fish Gallery and Hooked Fish & Chips, immediately set out to grow the business.

“We have eight years’ experience providing our fresh Hooked seafood to customers in Hong Kong, and we have learnt that what they look for and value most is quality, affordability and delivery with the personal touch,” Kenly opens. “We separate ourselves from the competition by focusing on fresh produce over frozen, and making the buying experience personal both online and in store.”

Farmer’s Market is renowned for its premium-grade meat and poultry imported from sustainable sources in Australia and New Zealand, all of which is free range, organic and antibiotic and hormone-free. This year, Kenly and Matthew have expanded the Farmer’s Market offering, providing customers with an exclusive fresh and frozen Hooked seafood selection. The new range of seafood is mainly imported from New Zealand and includes King Salmon, Wild Whole Snapper, Yellowfin Tuna Fillets and Canadian Wild-Caught Tiger Raw Prawns.

Kenly and Matthew are expanding Farmer’s Market logistically too. “We already cover most of Hong Kong including Tung Chung, and South Lantau is coming early next year,” Matthew explains. “We plan to partner with a local delivery firm, so we will be able to offer South Lantau customers a same day click-and-collect option, just as we do in Central. Peng Chau, Ma Wan and Lamma are also on our radar for 2024.

“We are now offering DB customers a door-to- door delivery service, you can order online Monday to Saturday before 12 noon for next day delivery,” Matthew adds. “Orders over HK$800 are delivered free and the charge for orders under HK$800 is just HK$70.”

No doubt, affordability is important to Kenly and Matthew: the question is how do they achieve that given the high quality of their produce? “We order our products direct from approved suppliers, which means we can reduce costs in the supply chain, and we carry these savings over to our customers,” Matthew says. “We also manage all aspects of the supply chain in-house, including food preparation and logistics, which keeps our operational costs to a minimum.”

Quality customer service is another priority. Farmer’s Market has a small dedicated delivery team and employs a contracted local cold-chain supplier for friendly, face-to-face home delivery across most of Hong Kong. “We operate as a family business and apply the personal touch with our customers,” Kenly says. “We provide regular offers across our entire product range, and we also encourage our customers to give back. This month, we’re supporting Angels for Children, a charity which is very close to our hearts.”

Lastly then, what are Farmer’s Market’s bestsellers in the lead-up to the holidays? “Our Australian Shoulder Ham and New Zealand Canterbury Turkey are hot sellers, also our New Zealand Hand-Smoked Salmon,” Kenly says. “We’re selling these items against pre-order this month but everyone can take advantage of the special Christmas promotion we have running on our Chilled New Zealand King Salmon.”

For more on Farmer’s Market and to place an order, call 9556 0070, email [email protected] or visit www.farmersmarket.com.hk.

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