Highlights from FHA-Food & Beverage 2025

We had an exciting week at FHA-Food & Beverage 2025 (8–11 April), where we proudly showcased our latest innovations and connected with food industry players from around the world.

At the heart of our booth was our in-house, locally grown ice plant—a unique, nutrient-rich vegetable known for its refreshing crunch and natural salinity. Already available at FairPrice Finest stores, it drew plenty of attention from chefs and buyers looking for something new and versatile. You can also get it fresh from our webshop, delivered straight from farm to table.

Visitors to our booth got a first look (and taste!) at our Just Veggie Wrap, a vibrant salad kit featuring crisp ice plant, juicy cherry tomatoes, and lettuce wraps all packed in a sleek bento-style box. It was a crowd favourite for its freshness, convenience, and clean-label appeal.

We also introduced our range of trading vegetables, including fresh, cut, and processed options tailored for the HoReCa and wholesale markets, perfect for chefs, kitchens, and food businesses looking for quality and versatility.

One of the biggest highlights? The launch of our Chef Ambassador Programme! We're looking for passionate chefs to join us in reimagining how ice plants are used, from everyday meals to gourmet plates. If you're excited about championing sustainability, innovation, and bold veggie flavours, we’d love to hear from you.

Let’s grow something amazing together.
👉 Get in touch to find out more about becoming a Chef Ambassador.