Having wowed the Hong Kong dining scene with three successful restaurants, American culinary entrepreneur Todd Darling last year opened a business close to his heart. In collaboration with local farmers, Homegrown Foods Hong Kong delivers seasonal produce direct to the doors of increasingly quality-conscious consumers. It’s a concept Mr Darling, co-founder of Integrated Hospitality Management (IHM), had long been cooking up.

“We wanted to create a business that increased the consumption of locally produced foods while also learning what that statement meant. What is local? We essentially connect farmers to consumers,” he said.

“The idea has been with us for four years. And there is no time like now. Hong Kong is progressive in its development comparatively to other Asian cities, and it is my home. This business builds the local community and improves our environment, so why not have it where I live?” 

The business teams up with local farmers, certified by the Hong Kong Organic Resource Centre, to supply organic fruit and vegetables to restaurants and private customers. Mr Darling describes the food as “clean.” By this he means it’s produced without harmful chemicals, and in a way that is beneficial to the land, giving farmers the ability to earn more money than their conventional counterparts. Vegetables come to the consumer within 24 hours of being picked. “It is real food, full of nutrition,” he says.

Farming Hong Kong
Homegrown Foods Hong Kong was officially launched in July 2010, but has been operating since 2009 as the first company to source and distribute local organic produce. “We do a lot of relationship-building as well as due diligence such as testing,” Mr Darling said. “There is a large market in China for foods with integrity. There are daily food scandals there and that drives many people to look for clean sources of food.”

Through this venture, Mr Darling hopes to revitalise abandoned Hong Kong farms. He says it is “not too late” to make many of the New Territories’ traditional farming plots – land that was once the city’s food bowl – productive again. Homegrown Foods will be the conduit, he says. “We’re like the farmers coming to your door.” The products are primarily sourced from Hong Kong, though some are now sourced from southern China. “We may introduce produce from New Zealand and Taiwan, mainly fresh fruit,” he said.

Mr Darling believes Hong Kong is ready for such a concept because “it is a major international destination, with a sophisticated populace.

Posto Pubblico, which opened in 2009, is the first flagship restaurant under his company’s IHM brand. Its concept of using only organic ingredients and locally sourced produce whenever possible, has been well-received by consumers and the media, according to Mr Darling.

Why start it at all, when he was already busy enough with his restaurants? “Anyone can make money. To me, what we achieve for our communities while creating successful profitable enterprises is how true success is measured,” he said. “We wanted to create a totally community-oriented company, whereby every dollar we invest is a dollar invested in our community while producing returns for stakeholders.”

He believes in the product, which he feels is ripe for regional expansion.

Homegrown Online
For now, the focus will be on developing Homegrown Foods’ online business, due to launch 12 April. “Our e-commerce platform and brand have been totally revamped. The whole customer experience is being upgraded in a major way. Customisation is now the key for us,” Mr Darling said.

“We will spend 12 months working out the kinks in our new platform while working to achieve new financial milestones. If we are able to achieve those, then we have already made relationships for regional expansion. We will look to constantly increase our product selection.”

Opportunity Unleashed
Mr Darling moved to Hong Kong in 2004 to accept a position with the Pure Group of restaurants and gyms. The move satisfied his “deep curiosity” about the region, instilled by his father’s frequent business travels to Asia. “When I was offered an opportunity to come here, I recognised Hong Kong and China as important economies.” His achievements since have more than met his early expectations.

“I love Hong Kong and would not choose any other place on the planet to own and run a business,” he said. “I’m proud to consider this city home for me and my family. I have been exposed to countless new adventures and ventures as a result of my move here.”