SINGAPORE, Dec 29 — As much as we may still squabble over how expensive organic foods are, the Singapore market is very driven by health and food trends.

At least, that is what art director Irene Lim, 39, who co-founded Superlife Co, a local e-business specialising in superfoods and personalised solutions that was launched last month, thinks.

According to Superlife owners Lim, Valerie Chai, 29, and Feline Gondokusumo, 24, the portal offers an avenue for enthusiasts to purchase premium 100 per cent organic superfoods, such as chia seeds, quinoa, maca (Peruvian ginseng), cacao powders and acai berries. These are paired with easy-to-follow solutions for weight loss, anti-ageing, energy-boosting and general wellness, from simple and practical recipes to a slew of interactive programmes.

“It was definitely for more personal reasons when we first got started,” said Chai, who shared how difficult it was for them to find a good and reliable supply of superfoods in Singapore. “We were unable to obtain good quality organic products that were of the purest quality without having to go online to find trustworthy sources whenever we were running low on our stock.

“What made it even more challenging was that family and friends who wanted to share this journey with us were constantly asking us to help them with supplies for themselves.”

In short, the business was an opportunity to kill two birds with one stone. “When we started thinking of a business model, we did not want it to be purely about selling products,” she added. “We wanted a more personal slant to it — sharing our experiences, blog information on products, recipes; sharing experiences with customers and vice versa.”

(From left) Irene Lim, Valerie Chai and Feline Gondokusumo from Singapore’s Superlife Co, a local e-business specialising in superfoods and personalised solutions. — TODAY pic

Like organic produce, the superfoods market is a lucrative one that was influenced by the United States and Australia, and one that Lim affirmed is growing steadily in Singapore.

“By keeping the consumers here informed and constantly educating them about what superfoods can do ... and how easily these premium products can be obtained, we foresee the market here gaining popularity very quickly,” she said, adding that social media has played a big part in driving that education with great content.

Chai also said the gap between organic and non-organic food will continue to get smaller over the years. “We believe that more Singaporeans will begin to realise that a few extra dollars may make a huge difference in their long-term health and well-being,” she said.

Lim added: “The exponential growth in the adoption rate of superfoods in Western countries over the past three years shows that there is an upward trend for superfoods; it will no longer be a niche market in the near future.”

According to her, Superlife differentiates itself from others by following “value-propositions for our superfoods”. “It must be more convenient, more sustainable and better than what is being offered in the market. That is the reason we came out with on-the-go convenient packs,” she said. “(We also) practise sustainable farming methods and developed a subscription model so that the consumer has a constant monthly supply of premium-quality superfoods.”

Besides sourcing from Europe, the US, Australia and the Andes Mountains in South America, Superlife recently acquired its own organic farm in Peru, with the hope of producing 60 to 70 per cent of its chia seeds and quinoa needs there.

“This acquisition means that the quality and a constant supply of chia seeds and quinoa is well under our control and, at the same time, we are committed to providing the Peruvian farmers on our farm with a better life and training on ethical farming practices to produce the best yields possible,” said Chai. “We aim for the project to be completed by the second quarter of 2016.”

Chia seed pudding. — Superlife Co handout via TODAY

A growing confidence

This is not a side-project for the three women. All three left stable careers to focus on this business.

“I was the founder of StarCresto Education Group, a company that specialises in teaching business modules to tertiary students,” said Chai. “I took about six months this year to groom someone to take over the business before I started out on Superlife Co full-time.”

The youngest of the three, Gondokusumo, a former student of Chai’s, who graduated from the National University of Singapore with a degree in Business Administration and was working at a technology start-up company called Campaign, reiterated that Superlife was not only an e-business selling products.

“We want to become a lifestyle changer and while there are risks involved, we try our best to minimise and conquer them as best as we can, and to help anyone and everyone achieve a super life,” she said.

Whether it succeeds might also be a matter of taste — literally. “For Singaporeans ... if it tastes good, they won’t have a problem adapting to it,” shared Chai. “More and more restaurants in Singapore are doing a great job in educating Singaporeans that superfoods can be really tasty.

“We see many salad bars, cafes and restaurants that serve delicious quinoa salads, quinoa fried rice and porridge, chia seeds pudding, chia seeds oatmeal, cacao desserts, acai bowls and more, sprouting all over the island. Hence, we believe that once people have tried well-prepared superfoods and see how easy it can be to use them, they will start to use them more frequently.”

For the trio, quinoa is easily the most versatile superfood, ideal in both savoury and sweet dishes as a rice replacement or even as a topping for additional texture to a dish, said Gondokusumo. “Several bakers have recently started using quinoa flour for a healthier high protein/vitamin B2 alternative. Another would be chia seeds, as these do not require any cooking; in fact, soak them in any liquid and they would immediately puff up and take the flavour of the liquid,” she said, adding that chia seeds are great for digestion and are also extremely high in antioxidants, with eight times more Omega 3 than salmon.

No, these are not alternatives to a good steak, but they sure make the decision to indulge in superfoods a lot easier.

And that has to be good for business. — TODAY