S11E154 Jessica Fong/Common Farms - Microgreens and Mega Dreams: Inspiring Journey

Ever wondered how to start a vertical farm in a city with limited space and resources? Jessica Naomi Fong's journey with Common Farms in Hong Kong is a masterclass in resilience, innovation, and customer-focused growth. Jessica Naomi Fong, Founder and CEO of Common Farms, shares her inspiring story of launching a vertical farming business in Hong Kong just before the COVID-19 pandemic hit. With a background in the restaurant industry and manufacturing, Jessica leveraged her unique perspective to create a thriving microgreens and specialty greens business in one of the world's most densely populated cities.In this episode, Jessica delves into the challenges of starting a vertical farm from scratch, including educating customers, building relationships with chefs, and adapting to market demands. She discusses the importance of keeping systems simple, focusing on customer needs, and continuously improving product quality and diversity.Jessica also touches on the future of Common Farms, including their focus on functional foods and the nutritional benefits of microgreens. She shares insights on growing as a CEO, the importance of building a strong team, and the value of collaboration within the indoor farming industry.If you're interested in the intersection of urban agriculture, culinary innovation, and entrepreneurship, this episode offers a wealth of practical insights and inspiration. Tune in to learn how Jessica turned challenges into opportunities and built a successful vertical farming business in an unlikely environment.Thanks to Our SponsorsCEA Summit East - https://indoor.ag/cea-summit-east-2025/Indoor AgCon - https://indoor.ag/Key Takeaways5:07 Starting a business during COVID10:22 Origin story of Common Farms15:05 Building relationships with chefs26:20 Customizing produce for chefs32:31 Focusing on functional food43:10 Tough questions for entrepreneurs46:42 Collaboration in indoor farmingTweetable Quotes"We were very methodical about that. But then again, we had to test the market. Do people want microgreens? What microgreens do they want? How do they want them? What's the crop diversity? How much diversity do we need? What's the price point?""I created this scenario and this character and that future of the business. And that was the mission. That was the goal for me.""We can't do this alone. We really welcome anyone that's developing anything to reach out to us. We're constantly in the experimental stage, which means we're always incrementally making improvements and we can't figure all of this out on our own."Resources MentionedWebsite - https://commonfarms.com/LinkedIn - https://www.linkedin.com/in/jessica-naomi-fong/Connect With UsVFP LinkedIn - https://www.linkedin.com/company/verticalfarmingpodcastVFP Twitter - https://twitter.com/VerticalFarmPodVFP Instagram - https://www.instagram.com/direct/inbox/VFP Facebook - https://www.facebook.com/VerticalFarmPodSubscribe to our newsletters!AgTech Digest - https://agtechdigest.comThe Indoor Farmer - https://www.indoorverticalfarm.com/Horti-Gen Insights - https://www.hortigeninsights.com/🎙️🎙️🎙️Podcast Production and Marketing by FullCastDiscover the best podcast services in the world at The Podosphere: https://www.thepodosphere.com/Mentioned in this episode:Indoor AgCon 2025Indoor AgCon 20252025 Precision Ag Report by iGrowNews2025 Precision Ag Report2025 Precision Ag Report by iGrowNews2025 Precision Ag Report