Cover Story Page 1 of 3 Made in Singapore
for the World
Singapore, with its rich and diverse range of cuisines, is a veritable food paradise, and its F&B manufacturers are helping to bring these unique Singapore flavours and foods to the international marketplace with innovative new products, creative packaging and branding.
In the following pages, we bring you a sample of some of Singapore’s best-known home-grown food brands, each of which has made a name for itself not only at home but also in the region, and, in some cases, internationally.
These companies will be showing their products at the Singapore Export Showcase pavilion, hosted by International Enterprise Singapore, or IE Singapore, at Food&HotelAsia 2004 (FHA2004), from April 20-23.
Set up in the early 1930s by Teo Swee Ee, Bee Cheng Hiang Hup Chong Foodstuff Pte Ltd (BCH) is today known for its bak kua (barbecued meat) available in a variety of flavours and forms.
Over the years, the company has created a niche in the manufacturing and marketing of quality bak kua, the hallmark of its success. Today, the multimillion- dollar business has become a household name in Singapore and Asia.
The group has three factories and 28 franchise/branch outlets located in Singapore, Malaysia, Indonesia, Hong Kong and Shanghai in China. Its overseas network continues to expand through its successful franchising programme, which is reaching to markets as far as the US and Canada.
BCH’s product portfolio also includes a range of traditional Chinese delicacies and snacks such as meat floss, sausages, cuttlefish, dim sum, mooncakes, tidbits and biscuits.
Founded in 1956, Chee Seng Oil Factory specialises in the production of high-quality cold-pressed sesame oil, unrefined to retain the goodness and flavour of the natural source.
The company attributes its success to innovation in processing 100% pure fragrant sesame oil using techniques that do not compromise on quality. Premium raw sesame seeds are roasted and mechanically pressed and extracted without chemical solvents or preservatives, thus resulting in robust, fragrant sesame oil. The oil is polyunsaturatedand
Chee Seng’s premium-grade products are available under the Double Pagoda brand while its regular-grade products are packaged under the Golden Ox brand. These include pure whitesesame oil and pure black-sesame oil, fragrant sesame oil, garlic oil, ginger oil,
chives oil, spicy sesame oil and chilli oil.
The company, which was awarded five gold medals by the International Monde Selection between 1988 and 1992, and is in the process of achieving ISO 9002 certification, has embarked on a long-term strategy to develop and market a wide range of sesame-based
products. It also undertakes privatelabel and contract manufacturing.
Chee Seng currently exports its products to ASEAN, the Asia-Pacific region and Europe.
Hai’s, which produces more than 60 types of sauce and chilli-paste products, uses fresh, natural-quality ingredients, with no added MSG or preservatives. The HACCP (hazard analysis and critical control points)-certified company offers its products in retail and institutional packs.
Its aim is to create ready-to-use pastes and mixes to make it easy for consumers to cook authentic Singapore dishes in a relatively short time.
Hai’s range of instant pastes are distributed to more than 500 food-service establishments in Singapore, and these offer restaurants and caterers “a rapid and profitable solution allowing the production of authentic Singapore dishes”.
Its top-selling items include readymixes for the making of laksa, curry chicken, curry fish, mee siam, mee rebus, soto, lontong, rendang, prawn noodle,mee goreng and the famous Singapore style bak kut teh.
The company’s products are Halal certified and its three products, mee rebus sauce, rendang paste and bak kut teh paste, have been awarded the Healthy Choice status by Singapore’s Health Promotion Board. Hai’s, currently exporting to Australia, Hong Kong and Brunei, is seeking other international distributors.