Leadership & team.
Direct Farm is run by a small, hands-on management team and supported by 30+ farm hands, packhouse staff and logistics specialists across Pahang and the Klang Valley.
Director · Founder
Mr Francis Lim
Founder of Direct Farm · 20+ years of highland farming & trade experience
Francis founded Direct Farm in 2003 and has led the company through every chapter — from the first highland plot in Bukit Tinggi to today's two-site operation spanning Pahang and Kepong.
He oversees commercial partnerships, day-to-day operations and the long-term direction of the business. Francis is the first point of contact for chefs, retailers and trade partners, and is personally involved in every major customer relationship.
Outside of farming, Francis is a keen advocate for transparent supply chains and the role Malaysian highland agriculture can play in the country's food security.
How Direct Farm is organised.
Three operating teams across two sites — each with its own discipline, all working from the same playbook.
Farm Operations
20+ farm hands led by an on-site farm manager. Daily planting, weeding, irrigation, integrated pest management and harvest.
- Multi-block highland cultivation
- On-site composting & soil care
- Daily harvest crews
- First-stage cooling & sort
Packhouse & Logistics
Refrigerated packing facility with dedicated quality, packing and dispatch teams running daily and weekly cut sheets.
- Wash, trim, sort & quality check
- Pack-to-spec for trade partners
- Cold-chain dispatch
- Same-day Klang Valley delivery
Commercial & Office
A small head-office team handles partner accounts, scheduling, finance and grower relationships — all reporting to the Director.
- Trade & partner account management
- Daily cut-sheet planning
- Finance & compliance
- Customer support
Direct Farm today.
Twenty-odd years of compounding work — measured in people, places and the long view.
The ground rules.
Three principles that shape how decisions get made — from the harvest plan to the hire.
Decisions are made on the field.
If it touches the crop, the call is made by the people who touch the crop. Our office serves the farm, not the other way around.
We hire for decades, not seasons.
Our team members stay for years. We invest in training, housing and growth so they can build a career here — not just a job.
What we say is what we do.
No fine print, no last-minute swaps. If we promised it, you get it. If we cannot deliver, we tell you the day we know.
Want to work with us — or for us?
Get in touch with Francis directly to discuss a partnership, or check our current openings.