As health crises make people more aware of their health and wellness, the appetite for organic foods is increasing. Homecooking activity raises customer awareness about nutrition and healthiness because food can affect health. As result, organic produces become more popular, and high demands lead to supply challenges around the world.

Urban gardening activities and buying directly from organic farmers are on the rise. Small farmers who raised organic produce are reaping the rewards in Malaysia, seeds company meet the high demand due to urban gardening hype in Philippines, organic foods based restaurants in Kuala Lumpur and Jakarta also become part of this farm-to-table social movement. This provides small farmers with more income, as they do not have to rely on middleman for sales.

Many consumers keen to support local businesses, like local organic food stores that selling groceries from local farmers. Online grocery sales in Singapore jumped four times since April 2020, and the grocery sector in e-commerce grew nearly three times during the outbreak in Southeast Asia.

In Southeast Asia countries, 48% of consumers in Singapore, Malaysia, Indonesia, Philippines, Thailand, and Vietnam were spending more in the Fresh Groceries category in April 2020, and 83% of them said will continue to buy more in the new normal.

As many consumers and farmers turning to digital as the new way of selling and buying groceries, local farmers can continue to get more income and having a better rural livelihood.