Launched in 2017, TinYeah is a “Co-Purchase Platform” that introduces the concept of Community Supported Agriculture to build partnership between farmers and consumers. It is a local shop that supports traditional food production and promotes sustainable consumption and production. Its main aim is to promote local organic food production and raise awareness of high quality, local agricultural products among the population.
The Challenges
The current global food system is simultaneously threatening human health and environmental sustainability. Globalised food chains are a significant source of greenhouse gas emissions and a major driver of climate change. There are growing concerns over how and where the food we consume is grown, processed and packaged. Local consumers are often unaware of the existence of local food producers or find it difficult to purchase locally-produced food in mainstream supermarkets. A greater emphasis on local food production can reconnect food production and consumption by reducing both the physical and social distance between consumers and food producers. Through adding value to products, local food producers can offer high quality, healthy and locally-produced alternatives to mainstream mass-market products.
The Solution
TinYeah was launched through the collaboration of local farming organisation KongYeah and other small local farmers. It aims to bridge the gap between environmentally conscious consumers and local organic farmers, through establishing a physical storefront. Contrary to homogenised market stalls selling imported vegetables, TinYeah launched an innovative co-purchasing scheme for organic vegetables where consumers pay a monthly fee of HK$1,000 for weekly deliveries of organic fruits/vegetables and sustainable products (e.g. natural soap and personal care products, detergent, stainless steel straws, etc.). They also implemented the Local Tomato Project & Hong Kong Radish Project to promote local organic food production. In doing so, environmentally conscious consumers can better support local agricultural production and TinYeah can reduce transportation costs while ensuring regular and stable orders. Although locally-grown organic vegetables are sold at higher retail prices, consumers are promised a lower carbon footprint and higher quality control.
The Impact
TinYeah provides an ideal opportunity for Hong Kong people to discover the high quality, organic products that are locally grown. To date, there are about 100 regular customers purchase from their platform which works with 50 farmers. By establishing a physical storefront in partnership with local farmers and farming organisations, TinYeah is able to raise awareness among consumers about the benefits and sustainability of local food production and to improve local farmers’ access to potential consumers.
