Cover Second generation Peter Cheok of Far East Flora
Second generation Peter Cheok of Far East Flora
1 / 1
The second-generation horticulture expert shares more about joining the family business, the setbacks he has faced, and how the industry continues to evolve
In this series, Tatler speaks to second-generation entrepreneurs about their business journeys. They share more about stepping out on their own, life lessons learnt through business and how they hope to keep their family legacy alive.
“Don’t spend so much money” was the first advice that Peter Cheok’s father shared when he first joined their family business, Far East Flora, back in 2002. Back then, he was tasked to handle the brand’s retail marketing portfolio, a gap found in the business. While it was a simple rule, it was tough to follow as the brand lacked basics such as in-store displays, product selection and advertising.
Today, Cheok is the second-generation owner and assistant deputy group managing director of Far East Flora Holdings, Singapore’s largest nursery and importer of quality plants and flowers. Cheok’s father, Danny, and his two brothers founded the Singaporean legacy brand. The trio first began by selling fresh flowers and eggs from a van before formally establishing the business in 1965. On top of managing Far East Flora Holdings, the younger Cheok also handles the brand’s business-to-business (B2B) subsidiary OneO2Plants where he serves as managing director.
In case you missed it: Singaporeans are growing more plants and urban gardens, but is it all that sustainable?
Planting the foundation
Taking over the family business did not come easy for Cheok, especially since he joined at a time when Singapore was undergoing a recession and an economic downturn. But it’s going through these hard times that kept him working even harder.
Cheok grew up in a nursery—no, not the daycare you’re thinking of, but his family nursery filled with vibrant flowers. He remembers how the nursery was “always bustling” with people packing these flowers into boxes for delivery. Among them were his parents, who were deeply involved in the business.
Despite growing up around the business, conversations about the future of the family business “didn’t spring up all too often” as the brand was rapidly expanding with various family members joining and contributing to its growth. While he was often encouraged to focus on his studies and nothing else, he says that the expectation was that he “would eventually return and contribute to the family business at a later time”.
Although he did not feel pressured to join the business, Cheok always saw himself working within the company. “The image I always had in my head was me simply joining the company and helping out in any way possible,” he continues. After all, he believes that everything centres around plants.
He shares how the Singapore government has always been “supportive in enhancing greenery and biodiversity through making Singapore a Garden City”. This led to many Singaporeans learning about gardening as a hobby. “Personally, it delights me to help our customers grow their passion for plants by sourcing for various species and different gardening accessories from around the world,” he explains.
Age is just a number
For Cheok, one of the biggest challenges he faced when he first joined the business was his age and lack of experience as it prompted much “scepticism from outsiders”. While he was first assigned to the retail marketing aspect of the business, he knew close to nothing about the area. “Having zero working experience and a degree centred around information technology (IT) in business, marketing was not an area I was familiar with,” he explained.
Nonetheless, he persisted and dedicated his efforts to helping the business. Looking back, he shares that the skills he acquired in university such as presentations and public speaking proved invaluable in his position. He was also fortunate to receive help and guidance from experienced staff. “They were instrumental in bridging my knowledge gaps about our products, which was crucial for the success of our marketing projects. Their support and mentorship were pivotal in my early career, allowing me to contribute effectively despite my initial inexperience,” he continues.
Read more: A take on kokedama: Discover furniture specialist Sarah Wassell’s magical hanging gardens
Above Singapore F1 Grand Prix 2023
Singapore F1 Grand Prix 2023
1 / 1
Another challenge he faced was setting up the brand’s B2B subsidiary OneO2Plants as it was “uncharted territory” for him and the company. Over the years, he learnt to formulate processes and services to fit customers’ needs and expectations.
“We started with just a handful of plant rental customers and grew the business organically in 16 years to be the top provider of plant rental service in Singapore,” he shares.
Despite being a challenge, it was a key area of growth for the brand. Cheok continues: “Riding on the trends of being sustainable and eco-friendly with the influx of multinational corporations opening regional headquarters in Singapore, we saw OneO2Plants had the potential to plug gaps within the market whilst providing us stability in terms of revenue through contracts.”
Since its inception, the subsidiary has worked on various projects including along Orchard Boulevard, at the Singapore F1 Grand Prix 2023, and The Singapore Edition.
Above The Singapore Edition
The Singapore Edition
1 / 1
Pushing forward
Far East Flora has grown rapidly, especially over the past 30 years and continues to be a strong player in the wholesale of fresh flowers and the B2B space. The legacy brand has no plans on slowing down, especially with the opening of its flagship store Far East Flora Centre in 2023. “Its concept is quite unheard of within the industry and around the world. In our visits to other countries to learn from the top horticultural companies, no one has a similar model to it,” he explains. A unique concept, the flagship store in Clementi offers over 1,000 flower varieties, over 500 plant species, gardening products, home decor items and more.
Having been in the industry since 2002, Cheok has noticed the importance of continuously evolving the brand’s processes to improve productivity and “survive in the environment” today. He adds: “The industry is evolving and it’s essential that our workers evolve with it.”
Looking ahead, Cheok believes that the brand will continue to establish its presence in Singapore and beyond, adapting its plans and processes to suit the needs of both the old and new generations.
Amanda Goh was the former senior writer for Tatler Singapore.
