Dato' Allan Phoon Hoon Yeong

For Dato’ Allan Phoon, the remarkable Chief Executive Officer of Farm in The City (FITC), his passion for animals and the environment has sparked a truly unique concept to his world. Growing up in Kuala Lumpur with humble beginnings, Dato’ Phoon’s journey led him to discover his true calling—fostering a harmonious bond between people, animals, and their shared habitat.

Dato’ Allan firmly believes that animals offer more than just companionship; they also nurture empathy and deepen our connection with the world. Guided by this belief, he set out to create a sanctuary where man and animals coexist in peaceful harmony, reminiscent of a traditional Malaysian “kampung” where neighbours, land, and animals thrived together.

FITC is a visionary concept that brings together the excitement of wildlife encounters and the serenity of nature in a thoughtfully designed conservation farm. With a partially cage-less environment, visitors can interact up close with over 100 species of animals, from familiar farm animals to rare and exotic ones. Here, touching, feeding, and playing with exotic creatures become unforgettable experiences.

Beyond thrilling encounters, FITC places great emphasis on education. Through diverse educational programs catering to visitors of all ages, the farm strives to inform and educate the public about animal habitats, behaviour, and their place in the global landscape. By raising awareness, Dato’ Allan aims to foster a sense of responsibility and commitment to conservation.

FITC’s outstanding efforts have not gone unnoticed. Recently, the farm received the prestigious Malaysia Tourism Quality Assurance (MyTQA) award, recognising its commitment to excellence in tourism. Moreover, FITC earned a spot in the SME100 Awards 2022 Malaysia’s Fast Moving Companies, a testament to its dynamic growth. Notably, FITC has been honoured by the Malaysian Book of Records for achieving the title of ‘Most Animals Species In A Petting Zoo’.