The Moment a New Idea Took Root
Uma Rudd Tan and Alon Weinstock spent their careers shaping global brands — she as an executive creative director and agency founder, he as a former CMO for Coca-Cola and KFC. Over time, both began questioning whether their next chapter should remain in an industry increasingly influenced by and easily disrupted by AI. They wanted to create something tangible, useful, and needed — something technology could support but not replace.
That shift in perspective aligned with a growing awareness of Singapore’s food security challenges. Singapore consumes around five million kilograms of strawberries each year, all imported and travelling close to 100 hours before reaching shelves. The long journey reduced freshness, increased pesticide use, and created a significant carbon footprint. The inefficiencies were clear, and the opportunity to build a local solution became compelling.
“Anything worth doing that improves lives and changes the world takes time and devotion.” Uma reflects — a belief that would eventually shape Robot Farm.
A Singapore Challenge Becomes a Business Opportunity
These observations crystallised into an idea: a premium indoor strawberry farm that could operate year-round, delivering consistent, pesticide-free fruit grown in a fully controlled environment. The technology behind it was already validated — a robotic, AI-driven vertical farming system that had been operating in Europe for three years.
With this foundation, Robot Farm raised USD 1.25 million in early funding and is now raising USD 2.66 million to scale. Oh My Strawberry, their consumer-facing brand, would become Singapore’s first locally grown premium strawberry offering.
Behind the ambition was a personal motive, too. Uma wanted to create something meaningful for a country her children call home — a system that could grow strawberries reliably in a climate where they traditionally cannot grow at all.
Building Robot Farm and the Oh My Strawberry Ecosystem
From the outset, the founders envisioned more than a farm. Robot Farm would be the centrepiece of a broader ecosystem: a farm-to-table restaurant where diners could see strawberries growing indoors, merchandise built around their signature strawberry characters, and eventually a franchisable model that could scale across regions using the same technology.
Their goal was to make Oh My Strawberry not only a product but a benchmark for sustainable, high-quality agriculture in Asia.
Why Osome Was the Right Incorporation Partner
Once the business model was set, the founders needed to incorporate efficiently — especially with an international technology partner in the ownership structure. Alon conducted detailed comparisons across incorporation providers, evaluating price, process clarity, and speed. They chose Osome because it offered the balance they needed: affordability, strong process design, an app-based workflow, and reliable human support.
The onboarding process confirmed that decision. Requirements were explained in plain language, documents were clearly outlined, and potential delays were flagged upfront. This made coordination across stakeholders far smoother.
If I ask a question, I want to get an answer. With Osome, we always got clear, fast replies — and that made the process much easier.
Uma Rudd Tan & Alon Weinstock, Co-Founders
For Uma, having the company’s foundational paperwork handled properly from day one allowed them to stay focused on vision, fundraising, and operational planning rather than administrative uncertainty.
What Comes Next for Robot Farm
Robot Farm is progressing toward launching Singapore’s first indoor vertical strawberry farm, capable of delivering fresh, pesticide-free fruit every day of the year. Alongside the facility, they are developing their restaurant concept, refining merchandise, and planning regional expansion.
Their broader advice for founders comes from experience: keep your business clean from the start, understand your obligations early, study the landscape, and move quickly once the opportunity becomes clear.
People respond to a founder’s conviction and passion. Believe in what you’re building, keep your structure clear, and surround yourself with partners who make the work easier.
Uma Rudd Tan
