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 Sponsors
CEA Summit East - https://indoor.ag/cea-summit-east-2025/
Indoor AgCon - https://indoor.ag/
Key Takeaways
5:07 Starting a business during COVID
10:22 Origin story of Common Farms
15:05 Building relationships with chefs
26:20 Customizing produce for chefs
32:31 Focusing on functional food
43:10 Tough questions for entrepreneurs
46:42 Collaboration in indoor farming
Tweetable 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 Mentioned
Website - https://commonfarms.com/
LinkedIn - https://www.linkedin.com/in/jessica-naomi-fong/
Connect With Us
VFP LinkedIn - https://www.linkedin.com/company/verticalfarmingpodcast
VFP Twitter - https://twitter.com/VerticalFarmPod
VFP Instagram - https://www.instagram.com/direct/inbox/
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Ridiculous History
History is beautiful, brutal and, often, ridiculous. Join Ben Bowlin and Noel Brown as they dive into some of the weirdest stories from across the span of human civilization in Ridiculous History, a podcast by iHeartRadio.