There is nothing quite like biting into fruit that has been picked at its peak. For Martine Shin, Founder of Timo & Farmers, that truth became clear during summers spent helping at her father-in-law’s organic blueberry farm in Korea.
After years of tasting blueberries fresh off the bush, bursting with sweetness and depth, supermarket fruit in Singapore simply couldn’t compare. That experience eventually grew into a mission: to bring the authentic flavour of sun-ripened, farm-to-table fruit directly to Singaporean families.
The Supermarket Gap: Why Fruit Tastes Different
Supermarket produce often looks appealing but lacks the complexity of flavour that comes with ripeness. With Singapore importing over 90% of its food, fruit typically travels long distances in bulk. To withstand transport, it’s picked before it’s fully ripe, chilled in storage facilities, and only makes its way onto supermarket shelves days or even weeks later. By then, the sugars and aromas that naturally develop in the final stages of ripening have been compromised.
As Martine explains, “Some strawberries looked half-green, others already too soft. Even Korean fruit didn’t taste like what I knew back home.”
Flavour in Every Bite: The Farm-to-Table Difference
Farm-to-table produce, by contrast, is harvested with flavour, not logistics, in mind. At Timo & Farmers, strawberries, grapes, peaches, and apples are picked at 80–90% ripeness and flown into Singapore within 48 to 72 hours. This model allows fruit to arrive fresh, aromatic, and at its prime, without the flavour loss that comes from extended cold storage.
“Flavour is about timing and trust,” Martine says. Close relationships with small-scale farmers mean every harvest is carefully planned so that fruit reaches customers at its best. That precision and the accountability of farmers who proudly put their names behind their produce translates into a taste experience that supermarket fruit rarely matches.
Rare Varieties and Seasonal Joy
Supermarkets tend to focus on uniform varieties that ship well and are available year-round. Farm-to-table models, however, celebrate the joy of seasonality. Timo & Farmers brings in Kyungbong peaches that appear for just two weeks in summer, Gamhong apples that shine in autumn, and Jeju hallabong oranges at the peak of winter.
While this means certain fruits can’t be enjoyed all year, the anticipation of their arrival adds meaning. “Seasonal fruit gives people something to look forward to,” Martine explains. “It creates stories worth sharing, and that’s what makes it special.”
More Than Taste: Care and Connection
Beyond flavour, farm-to-table produce offers reassurance. Many of the farmers Martine partners with practice organic or GAP-certified farming, ensuring safety and quality. Every step of the journey, from harvest to delivery, is overseen with care, with fruit handled minimally to preserve freshness.
Customers also know exactly where their fruit comes from and the hands that grew it. Through stories, updates, and even direct communication, Timo & Farmers nurtures trust between growers and families. In a world where convenience often strips away authenticity, that transparency resonates deeply.
Building a Community of Food Appreciation
Since its founding, Timo & Farmers has grown steadily, now delivering around 700kg of seasonal fruit to Singaporean homes each cycle—up from just 100kg in its early days. Along the way, it has built a loyal community of food lovers, families, and thoughtful gifters who value quality and care over scale and efficiency.
The company also gives back. With each shipment, a portion of fruit goes to Safe Place, a local charity supporting women facing unsupported pregnancies. Some of these women even join the Timo & Farmers team during busy periods, gaining valuable skills and confidence.
Looking Ahead: The Future of Food Appreciation
As consumers become more conscious about what they eat, the appeal of knowing the story behind their food is growing stronger. In Singapore, where speed and convenience often dominate, there is a rising appetite for authenticity, seasonality, and care.
“Fruit in Asia has always been more than food; it is part of culture,” Martine reflects. “Families share it at the table, gift it to loved ones, and rely on it for essential nutrition. Trusting the hands that grew it makes the experience richer.”
With initiatives like Timo & Farmers and an upcoming pop-up at Takashimaya B2 from 1–14 October, farm-to-table fruit is no longer just a luxury; it’s becoming a movement that redefines how we appreciate food.