Our Chairman, Mr Pek Cheng Chuan, started Tai Hua Food Industries Pte Ltd 50 years ago. Tai Hua has grown from a small cottage industry to become one of the main soy sauce producers in Singapore. It is also one of the market leaders in this area. The company has been able to grow and expand because of its good company management, continuous investments in new technology for the production of soy sauce, continuous sourcing of new overseas markets and development of new products.
It has always been our Chairman's vision that one day Tai Hua soy sauce would be found in every market where there is a Chinese or an Asian community. To achieve this it means producing quality soy sauce from quality raw materials using improved technology.
In 1984, when the company moved to its present location, it invested heavily to upgrade its production method moving from a traditional tray and jar method to one based on more technologically advanced methodology with proper monitoring and controls. The improved facilities enabled better and more consistent quality products to be produced.
Market Penetration
In 1995, the management decided to penetrate the main stream Western market, in particular the European one. Tai Hua, with the assistance of a government grant developed a new range of ready to cook sauces and braising sauce targeted for the convenience cooking market. A new logo and label was also designed to help market the products into the main stream market. The new Tai Hua logo and products were launched at the 1997 ANUGA Food Fair. To maintain a presence in these new markets, it has been participating in various international food fairs annually. Examples of fairs are SIAL, ANUGA, Food and Hotel Asia. These new products were launched in the local market at the end of 1998 and have been very well received.
Today, Tai Hua produces and packs a diverse range of products. These can be found in the local retail and wholesale markets. The products are used by households as well as by other food companies and catering operations. As a leading producer, in the last few years, Tai Hua has also been supplying its raw sauce to other food sauce producers as well as co-packing products for other leading food producers and suppliers.
Besides manufacturing and selling its own products, the company has a trading arm which imports products from overseas companies for distribution and sale in the local market.
With the recent European ban on sauce products containing high levels of 3 MCPD (a potential carcinogen) from some Asian countries, Tai Hua sees this as an opportunity to enter markets which were previously dominated by these inexpensive products. This is possible, as it products have been certified to have non-detectable levels of 3-MCPD and are moderately priced.
On the local front, the company is targeting to increase market share by introducing new products, increasing marketing efforts and supply of OEM products to other local companies.
|
