From Hawker Stall to Regional Brand: How a Tiong Bahru Entrepreneur is Redefining Sustainability in F&B

On a quiet Saturday morning in Tiong Bahru, the narrow shopfront on Seng Poh Road hums with activity. Customers queue for freshly pressed vegetable juices and zero-waste meal boxes, each transaction logged through a custom app that tracks carbon savings. This is the nerve centre of GreenRoot, a three-year-old social enterprise that has grown from a single stall into a network of five locations across Singapore, with plans to expand into Kuala Lumpur by year-end.

The brains behind the operation is Jamie Chua, 38, who left a six-figure banking career in 2023 to pursue what many would consider a risky pivot. Today, GreenRoot turns over approximately SGD 2.8 million annually, operates with zero plastic packaging, and has redirected over 40 tonnes of food waste to local composting facilities.

"The numbers were compelling," Chua explains, referring to data showing that 763,000 tonnes of waste were generated in Singapore in 2023, with food waste accounting for 11 per cent of that total. "But beyond the statistics, I saw a genuine market gap. Sustainability shouldn't be a luxury—it should be accessible."

Her model is refreshingly straightforward: bulk purchasing from certified local farms, minimal supply chain intermediaries, and hyper-local sourcing where possible. The flagship Tiong Bahru outlet sources 60 per cent of produce from farms within a 50-kilometre radius. Her meal-prep service, which expanded to Tanjong Pagar and the Central Business District last year, has attracted corporate clients including two mid-size tech firms seeking to reduce their environmental footprints.

The economics are tight but sustainable. Gross margins hover around 38 per cent—lower than traditional F&B but higher than most pure zero-waste retailers globally—achieved through operational efficiency and a membership model that generates recurring revenue. GreenRoot's 3,200 active members pay SGD 29 monthly for a 15 per cent discount and exclusive access to seasonal produce boxes.

What sets Chua apart is her willingness to embrace technology without compromising the human element. The in-house app, developed with a local fintech startup, gamifies sustainability: customers earn carbon credits redeemable against future purchases. Yet she still employs three full-time staff at the Tiong Bahru location, paying 15 per cent above minimum wage, a conscious choice in an industry notorious for thin margins and staff turnover.

Industry observers note that GreenRoot's trajectory reflects a broader shift among Singapore consumers. A 2025 Nielsen survey found 67 per cent of local shoppers would pay a premium for sustainably sourced food—up from 42 per cent in 2019.

With expansion capital raised and supply chain systems scalable, Chua's gamble is looking increasingly prescient. The next frontier, she hints, is B2B sustainability consulting for F&B operators.

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