Our Story - Starting Line

Driven largely out of curiosity and a huge appetite for knowledge and understanding new technology, Tan kept abreast of the advances in surimi manufacturing from its early-industrialized history. Tan acted as an advisor to his relatives who were then manufacturing fish balls, cakes and dumplings the traditional way. In 1988, he left his 13-year stable career in food production management to join his relative’s business with an aspiration to modernize its operations. With this pioneering spirit, Tan travelled to Japan to acquire surimi-manufacturing technology. In 1990 he bought Singapore’s first Chikuwa making machine from Japan. Together with this new technology, a new factory was established in Ang Mo Kio Industrial Park 3, and Li Chuan Foodstuff Pte. Ltd. was incorporated. Li Chuan was first in adopting Japanese Surimi Manufacturing Technology and Production Processes. 

Fueled with this pioneering spirit, Li Chuan grew rapidly as a food manufacturer, leading in food science research and product innovation.

• In 1993, first oversea export was shipped to Hong Kong in a 20” FCL Container and thus broke grounds on expansion into international markets. This was closely followed by shipments to Australia, Brunei, Canada, China, Indonesia, Mauritius, Malaysia, Philippines and United States of America.
• In 1994, Li Chuan imported Singapore’s first Japanese crabstick making machine and became the first Singapore Crabstick Manufacturer.  (pix of original equipment)
• In 1994, the operations were relocated to the current 20,000 sqft premise at Woodlands Terrace.  (pix of New factory)
• In 2003, Li Chuan achieved HACCP Certification for Singapore Plant. (pix of certifications)
• In 2009, the company was first to acquire the environment friendly packaging innovation from Taiwan.
• In 2006, Li Chuan was awarded with the AVA Singapore’s “Grade A” Food Manufacturing Establishments for excellence in food hygiene, sanitation and processing. Li Chuan has since been a “Grade A” establishment.  (pix of latest certificate)
• Since 1994 Li Chuan has been a leading member of the Singapore Food Community and have participated actively in local associations industry upgrading and market promotion activities. (pix of involvement in Industry activities, exhibitions, trade missions)
• In 2009, the company acquired a land area of 20,000 sqm in My Tho City, Tien Giang Province building a hi-tech surimi and surimi based products manufacturing plant to become Singapore’s first raw surimi producer

Mr. Tan is optimistically circumspect about innovation. “I love innovation” he said, “To me, it’s attractive and necessary but a tough act”. Among the many surimi-based products sold in the market, Li Chuan was first to market with innovative products like chicken mushroom ball, lobster ball and fish tofu.

   

Li Chuan certainly has had its share of innovative joys and traumas from which it has developed both a passion for challenging status quo and resilience against market uncertainties and competitions. Tan often tells the story of how customers were stuck with the idea of Chikuwa and Crabsticks being from Japan and Korea and could not accept a Singapore produced Crabstick or Chikuwa. “Breaking through and changing mindset was tough, and once she did, the competition took advantage and came in quickly.  It was nonetheless, Tan recalled, “Exciting and rewarding”.