GTCL was founded because of illness in the family – which lead to the founders having to be more aware of their diets. It is then that they became much more conscious about how their food is produced and what goes into processing it. After knowing more, they decided that people deserve to know what they are eating; and as typical Singaporean, they always assume whatever that is on the shelf is safe to consume. The founders want to inform their customers about how our food is produced, to read nutrition labels, and to get a deeper understanding of the food ecosystem. The adage of “Don’t ask why healthy food is so expensive, ask why processed food is so cheap” is something the founders constantly hope to educate their customers in.