LeMed is a Singapore-based online retailer specializing in Mediterranean food, fresh produce, gourmet ingredients, and specialty grocery products. The company positions itself as a destination for authentic Mediterranean products, with a particularly strong focus on Turkish food and ingredients, while also offering products from Italy, Greece, Spain, France, and other Mediterranean markets.1

Founded in 2010, LeMed describes its mission as bringing the flavors and culinary traditions of the Mediterranean to consumers in Singapore. The business began with a strong connection to Turkey and subsequently expanded its range to cover a broader selection of Mediterranean products.

Key Information

There is an important distinction between the brand’s stated history and its Singapore business-registration record: LeMed says it began operating in 2010, while the currently identified Singapore sole-proprietor registration, UEN 53312944C, dates to 7 August 2015. The registered principal activity is wholesale of fruits and vegetables, with retail sale of fruits and vegetables also recorded as a secondary activity.23

According to LeMed, the business was founded in 2010 in Singapore. Its early identity was closely associated with Turkey, and the company developed relationships with Turkish producers and suppliers. Over time, it broadened its assortment to include products from throughout the Mediterranean.

The company’s present positioning combines two elements: access to hard-to-find Mediterranean and Turkish products and convenient online grocery shopping for customers in Singapore. LeMed states that it has developed relationships with trusted producers and artisans and continues to expand its range according to customer demand.2

LeMed describes itself as Singapore’s premier online destination for authentic Mediterranean products. Its proposition is built around authenticity, product variety, sourcing, and convenience rather than being a conventional supermarket with a broad range of mainstream international brands.

The company sources directly from or works with suppliers in countries including Turkey, Italy, France, Spain and Greece. Turkey remains particularly important to its identity and product selection.

LeMed’s product-request service illustrates this Turkish focus: customers can request products that are not currently stocked, and the company works with suppliers in Turkey to potentially bring requested products into Singapore.

LeMed’s catalogue covers a wide range of Mediterranean and specialty grocery categories. Major categories include:

• Fresh fruits and vegetables
• Olives and pickled products
• Dairy products and cheeses
• Meat and deli products
• Seafood
• Spices and herbs
• Condiments and sauces
• Olive oil and other cooking ingredients
• Pasta and grains
• Bread and pastries
• Turkish coffee and tea
• Turkish delight and confectionery
• Dried fruits and nuts
• Chocolate and snacks
• Gift and hamper products
• Selected wines and other specialty products

The current online catalogue contains more than 1,100 listed products, while LeMed’s company description states that its broader selection exceeds 2,000 products.

Some of the products are particularly associated with Turkish cuisine, including Turkish delight (lokum), Turkish coffee, vine leaves, spices, dried fruits, sauces, cheeses and specialty ingredients.

Fresh Produce

Fresh produce is an important part of LeMed’s business. The catalogue includes imported fruits and vegetables alongside specialty Mediterranean ingredients. Examples shown in its current catalogue include avocados, dill, dolmalik peppers, endive, fennel and flat beans.

LeMed states that its fresh products are sourced daily and that it maintains a cold chain between its warehouse and customers’ homes. It also states that its food-handling practices follow Singapore Food Agency guidelines.

Although LeMed markets itself broadly as a Mediterranean retailer, Turkey appears to have a particularly prominent position within the brand.

This is reflected in both its history and assortment. The company states that its journey began with Turkey and that its Turkish range remains at the heart of its identity. At the same time, the company has expanded its offering to Mediterranean products from countries such as Greece, Italy, Spain and France.

This gives LeMed a somewhat distinctive position in Singapore’s specialty-food market: it functions simultaneously as a Mediterranean grocery store, Turkish-food specialist and online imported-produce retailer.

LeMed primarily operates through its online store. Customers can order products online for delivery within Singapore, with self-collection also available.

Delivery details include:

• Delivery is available islandwide in Singapore, including Sentosa and most offshore islands.
• Same-day delivery is available for orders placed before 8:00 AM, subject to availability.
• Orders of S$100 or more qualify for free delivery.
• Orders below S$100 incur a stated S$20 delivery charge.
• Customers can choose in-store pickup at checkout.

LeMed’s security and pricing policy states that deliveries are handled through its in-house delivery system and that the company currently delivers within Singapore.

LeMed operates a Rewards Program in which customers earn points through purchases and various forms of engagement.

The programme awards 1 point for every S$1 spent, while additional points can be earned for activities such as social-media engagement, birthday participation and Google reviews. Points can subsequently be exchanged for discounts and free-shipping rewards.

The programme includes rewards such as:

• 2% discount coupons
• Free-shipping coupons
• S$5 discounts
• S$25 discounts
• S$50 discounts

LeMed also operates a referral component through which customers can invite friends to shop with the company.

LeMed states that it has a sustainability focus and encourages customers to return reusable delivery materials such as ice packs and cold boxes to its delivery team.

The company also describes its broader objective as providing fresh, healthy and sustainable products, including fresh produce, pantry staples and eco-friendly goods.

The Singapore-registered entity LEMED, UEN 53312944C, is recorded as a live sole proprietorship. A Singapore business-information database identifies its registration date as 7 August 2015 and its registered address as being at Bayshore Park, Singapore.2

Because LeMed itself states that the business was founded in 2010, the 2015 registration should not necessarily be interpreted as the beginning of the brand itself; it may represent the registration of the particular Singapore business entity currently associated with the brand.

Today, LeMed’s identity is closely tied to Singapore’s growing market for imported and specialty foods. Rather than competing primarily as a general supermarket, it focuses on products that can be difficult to find through mainstream grocery channels, particularly Turkish and Mediterranean ingredients.

Its online catalogue, international sourcing network, fresh-produce operation and delivery infrastructure allow it to serve customers looking for ingredients for Mediterranean cooking as well as consumers simply interested in discovering products from the region.

The company states that it has served more than 10,000 customers, works with more than 30 premium Mediterranean brands, and has operated in Singapore for 15 years according to figures displayed on its About Us page.1

1. About Us – LeMed
2. LEMED (53312944C) – Singapore Entity
3. LEMED (53312944C) – SALES OF FRUITS – Singapore Company