Our Story - Staying relevant

As the consumer market and competitive landscape keeps changing, only through restructuring, Li Chuan can then stay relevant. By moving labor-intensive processes to Vietnam, the Singapore operations take on a new role to develop into the Center of Excellence for the business development and other value added activities like product innovations, research in food sciences and technologies. It is also developing to become the flagship for the company’s global strategic marketing efforts.  

“We want to keep our local customers happy and loyal” Serene says. “We will always continue to supply the chilled range of products the way Singaporeans best prefer them. We will continue to delight our customer and build a long term relationship.”
With Serene Tan, who has been with the company for 15 years, currently leads the operations in the Singapore plant with a team of core management, Tan now spends much of his time in Vietnam overseeing its operations.

Serene’s dynamic efforts have already been recognized by the Singapore Business Community through a number of prestigious Brand and Entrepreneurship Awards it has accumulated.