How do we start describing Surrey Hills Grocer? The press release mentions it as a one-stop lifestyle & dining destination: the former, a reference to how it houses a gourmet marketplace and an artisanal bakery and the latter, an alfresco cafe, florist bar and a pop-up farmers’ market area. If we could put it simply, it is the mecca of good taste. A pilgrimage to Jurong (co-founder Gek Teng will explain why the journey to the west is all worth it) where the art of supermarket shopping has been elevated.
Whether you find prosperity, serenity or mindfulness (or all three, actually), here, Gek Teng takes us through what Surrey Hills Grocer that damn fantastic.
Hello there! I usually like to ask this ice-breaker question when I first interview people: are you able to pitch the concept of Surrey Hills Grocer in under 10 words?
Surrey Hills Grocer is an Australian-inspired, farmgate-experiential grocer!
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How long did it take for you to fully conceptualise Surrey Hills Grocer?
We took six months to conceptualise and put together all the memories we’ve had in the grocers that we are familiar with in Australia. It’s been a really rewarding journey so far, and we are excited to showcase our exclusive curation of Australian products and produces to our customers!
What about the bespoke citrus store scent then? It’s pretty difficult to me because firstly, it has to smell good. And secondly, it has to have some “longevity” to it.
We strongly believe in engaging and connecting beyond the visual, and having a bespoke scent helps us to establish an olfactory touchpoint with our customers. With the customised blend, we hope to create a space that has subtle touches that are always welcoming. It took us two months to find the right notes, and eventually we picked an Australian native tea scent with some fruity notes that best represents the grocer.
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The feeling we want to give our shoppers – the sense of stepping into a farmgate as they take in a whiff of the refreshing and mood-lifting scent. We’ve optimally positioned the blend at distinctive corners of the grocer and leveraged on the flow of air (from the aircon) to perfume the scent throughout the grocer.
Can you tell me about one “first-time” product that you’re particularly excited with? Why exactly?
It’s got to be KOKO BLACK! It’s a fine chocolate even to someone who isn’t quite a ‘sweets’ person. It has an edge of its own, from its premium quality to the touch of its packaging.
Actually, thinking about it, why do you think these products weren’t unavailable till you brought them in to Surrey Hills Grocer?
Chocolates are particularly sensitive to temperature and a challenge to transport. We have ensured the temperature is considered throughout the whole shipping and logistic processes. Handcrafted chocolates like Koko Black are also very short on shelf life, but we have faith that it speaks for itself, and will come to have a strong following for those who know or don’t know the brand yet!
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Then we also have awesome brands like Rich Glen Olive, a family-owned olive estate business that had only been producing for their immediate communities within the domestic market. These are passionate farmers who have spent their lives toiling diligently at their farms to create great products, and therefore did not get to travel outside much, so this came as a great opportunity for Surrey Hills Grocer to step in and bring their good name out of Australia. The co-founder of Rich Glen Olive had tears in her eyes when she saw her products displayed on Surrey Hills Grocer’s shelves!
We have many other similar stories with other farmers and brand owners, and this is what we want to do at Surrey Hills – to spotlight on lesser-known makers that are also great in their craft, but who just hadn’t had the opportunity to showcase themselves to the world.
How did the collaboration with Straits Agriculture come about?
Straits Agriculture owns the farm above our site, and we knew instantly that they will be our farmer for all things green, since this will be as fresh as it gets! We’ve also visited their premises and were impressed by their quality of aeroponic-grown vegetables. It’s also part of Surrey Hills Grocer commitment to support local businesses and work with micro-farmers to provide them a platform to sell their fresh produce.
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Sorry to be a buzz kill but I can respect the sustainable efforts from the concept but doesn’t shipping from Australia — and especially as a concept that constantly has to restock — incur quite a big carbon footprint?
Whenever possible, we’ll choose shipping rather than air freight. That said, we’ll also have to consider the expiry of sensitive products like dairy, so for these items, we will have to select air freight.
We try to balance it off in other ways, such as by being 100% plastic bags free, and giving each customer recycled carton boxes to hold their products! We also try to minimise food wastage by using the unsold produce as ingredients for our café, or even delivering them to other food establishments for their menu.
How do you bench-mark products then when shipping is factored in?
At Surrey Hills Grocer, we are priced relatively competitive to the regular supermarkets in Singapore, and what you get is a very different curation of brands that are mostly new to our local market (these are unpretentious brands and authentic experiences that I’ve personally enjoy during my time in Australia!).
Even after factoring shipping costs, shoppers may be delighted to know that the prices are in fact not too far off from how it’s listed at Australian supermarkets.
What do you think is some kind of emotional quality some grocers lack now? You know, I think there’s some kind of joy being in a beautiful space, buying beautiful products and using them in your home.
I think an orange is an orange, and that’s as far as it goes. At Surrey Hills Grocer, having a close and personal connection with the people behind the brands is how we try to stand out from the rest. I know each of our farmer, grower, and most brand owners that we have in our grocer as I’ve taken time to build these relationships over the years of living in Australia.
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At Surrey Hills Grocer, I’m really hoping for our customers to leave the grocer knowing a little more of someone out there being passionate about their craft, whether it’s through hearing about them or trying their handcrafted products. We don’t want to be just another grocer with rows of price tags and products, so at our store, we have this phrase that goes, “Come as strangers, leave as friends”.
We aspire to be that ‘bridge’ of connection, so shoppers are little more engaged and appreciative of the things they consume.
Can you take us through an interesting story behind the R&D of a dish at the cafe?
We worked with a (secret) Australian Michelin Chef to create our menu. He grew up in a farm in Queensland and most dishes you see at Surrey Hills Café are borne out of both our memories of Australia that hold a dear place in our hearts. For example, the Fried Chicken Brioche Burger in our menu is inspired by the classic Australian Chicken Parma with house-made tomato sauce and melted cheese – a hot favourite that instantly brings back fond memories of Australia!
The Tasmanian Salmon, which features the sashimi grade salmon on barley risotto, is our unique way of injecting a localised touch to the Australian dish.
Thank you for your service by using beans from Australia because nothing really beats the coffee culture there. Are you perhaps, an intense coffee lover yourself?
I lived in Melbourne for a number of years and I believe there’s some coffee in my blood! While it’s all very much about personal preference, I humbly believe that we do serve a cup of good coffee at Surrey Hills Café. I promise it’s worth the drive from the east! (I live in the east).
Now, about the direct-to-boot service. Why not just allow customers to shop online instead?
We have both! For those who opt for direct-to-boot service, they can make their purchases online and schedule their preferred timing to pick-up the groceries without having to pay any delivery fee or hit a minimum purchase. Best of all, you’ll get to sit in the car in your PJs, while your all groceries are delivered straight to your boot!
For those who preferred door-step delivery, it’s $15 flat for islandwide delivery for spending under S$120. Anything above S$120 is complimentary!
Out of curiosity, what’s the #1 song on your Spotify last year?
Canyons by Cory Asbury.
Once you’re done with this story about Surrey Hills Grocer, click here to catch up with our December/January 2022 issue.
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