How do young Singaporeans revitalise the kelong industry?

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Young Singaporeans Revitalise Local Seafood Industry Through Farm Partnerships and Direct-to-Consumer Models

Two 26-year-old Singaporeans, Bryan Ang and Wong Jing Kai, are actively working to reframe public perception of locally farmed seafood by partnering with established fish farms and developing diversified sales channels. Their collaboration with Ah Hua Kelong, a farm operating for approximately 18 years off the coasts of Changi and Sembawang, has been instrumental in this revitalisation effort. By expanding beyond traditional wholesale methods, they have introduced direct delivery to households, restaurant supply, and retail outlets, making local seafood more accessible and appealing to a wider consumer base.
Expanding Market Reach for Local Seafood

Ang and Wong joined forces with Ah Hua Kelong owner Teh Chin Hua in 2014, significantly broadening the farm's market presence. Their strategy involved establishing wholesale operations, a direct-to-household delivery service, supplying to restaurants, and setting up retail points. This multi-pronged approach aims to cater to different consumer preferences and purchasing habits, from those seeking convenience at home to establishments requiring consistent supply.
Diversifying Aquaculture and Product Offerings

Ah Hua Kelong specialises in a range of popular fish species, including seabass, pearl grouper, golden pomfret, and red snapper. Beyond these, the farm also harvests various shellfish and crustaceans such as flower crabs, blood cockles, la la, gong gong, sweet clams, and Eastern Dark oysters. This diverse offering showcases the breadth of Singapore's aquaculture capabilities and provides consumers with a variety of local options beyond the commonly known species.
Leveraging Government Support and Consumer Interest

The growth of local fish farming is bolstered by governmental support, which includes grants aimed at improving operational efficiency, such as transitioning to solar power. This backing, coupled with an increasing interest from both consumers and restaurants, creates a favourable environment for local seafood production. The emphasis on high-quality feed and the absence of preservatives or chemicals in products like Ah Hua Kelong's sea bass further enhances their appeal.
Direct Farm-to-Home Initiatives and Retail Presence

To allow consumers to enjoy the freshest possible seafood in their own homes, a direct farm-to-home delivery service was launched approximately two and a half years ago. For those who prefer in-person purchases, Ah Hua Kelong operates retail outlets. While the Pasarbella @ Grandstand location is undergoing expansion, Ah Hua Kelong @ Simpang Bedok serves as a current point of sale for both farmed and wild-caught seafood. The duo is actively seeking S$300,000 in investment to establish a third retail outlet in a residential heartland area by year-end, specifically targeting a younger demographic.

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How do young Singaporeans revitalise the kelong industry?

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