Saudi Food Manufacturing Enterprises
Catering in Senoko

In March 1989, the Primary Production Department ("PPD") of Singapore (the predecessor organisation of the AVA) announced that from January 1991, it would implement a new policy where all imported live poultry from Malaysia would be sent to centralised poultry slaughtering houses for slaughtering. Our slaughtering process passed inspection by MUIS and a halal certificate was first obtained on 22 June 1992.
Recognising the strong demand for poultry that meets the Islamic dietary code, our founding members implemented steps in the poultry slaughtering process that conformed with Islamic practices and trained their staff in understanding and meeting halal requirements. Instead of slaughtering chicken in wet markets and catering to customers predominantly from their respective surrounding neighbourhoods, the policy change presented an opportunity for them to operate a centralised slaughtering business which would supply freshly slaughtered chicken to businesses all over Singapore.
In November 1995, Leong Hup acquired a 51% equity stake in us. This was a major development for us as the Leong Hup Group has one of the largest poultry businesses in Malaysia. In the same year, we also commenced trading of frozen chicken on a very small scale.
On 10 June 1991, the HDB granted its approval to us to operate a slaughtering house at Defu Lane 3. We were able to automate our chicken processing process after investing in poultry processing systems and equipment. This meant that the slaughtering of poultry at wet markets would be phased out. While this had a major impact on many poultry merchants at that time, the founding members of our Group, who were Mr Ng Eng Wah, Mr Toh Ying Seng, Mr Ong Pang Guan, Mr Heng Cheng Seng, Mr Ong Pang Teck and the late Mr Ong Leong Tor, quickly recognised that this policy was an opportunity for them to combine their resources to operate a centralised poultry slaughterhouse. Listed in 1990 on the Kuala Lumpur Stock Exchange (now known as Bur