Sinhua Hock Kee Trading (S) Pte Ltd
We are the name behind the Popular Asian Pickles, Triple A (AAA) with more 40 years of history in Singapore.
Market Specialist Distribution Provider
Milestone
History n Heritage
Our Founder was born in Singapore but he didn’t expect that his life was so Different than other Children, his father was a Roadside Noodle seller that has settled down in Singapore for a few years having to arrive from Shantou, Hometown of Teochews, China in seeking for a better life here 1930s.
Our Founder Father sold off everything here, bring the whole family back to china during the Mao Zedong era in 1950’s where the conditions was so bad that they could not stay there for long and came back to Singapore after 3 yrs there. This go and forth Journey back to China not just happened Once or Twice but total of 4 times. Finally our founder was back in Singapore with his family in late 1950’s, such situation that resulted our Founder was not able to have any Education but his Perseverance of Determination enable him to daily self-learning and went for Part time study of Japanese Language during 1960’s where his communications skills awarded with results.
Here are some of our key milestones in this wonderful journey:
Humble beginnings
Our founder started a 1-man production making hand-made cakes/biscuits in a makeshift space at the back lane of a row of shop houses in the Tekka vicinity.
Peanut Candies and More
Business was brisk after production quality stabilizes. Being far-sighted, our founder believes in investing into distribution assets. Hence, he bought a bicycle so that he can reach a wider customer base. At the same time, he’s able to produce more varieties. And he finally purchase his first van to make deliveries easier and faster. He slept in his van for a few months.
Building business
Amid constant orders, more workers and production machinery were acquired to push the business to a new height. In 1976, Sin Hua Hock Kee Food Industries Co was registered. During this period, Imported Products Trends start making its’ arrival at Singapore’s shores and our founder established the AAA brand into Teochew pickles in 1976.
Making a mark
Our Founder seized an opportunities in Thailand by setting up a Subsidiary in 1986 where there was the 2nd Largest Teochew descendants after Singapore outside of China.
Our Brand, AAA was an Instant Hit in the Market, Our Founder foreseen that Singapore Market was too small and went further to established our Presence in Malaysia in 1988.
In 1989, Sinhua Hock Kee Trading (S) Pte Ltd was incorporated to mark our footprints in being an importer of overseas products. In the late 80’s, faced with labour shortage, the business shifted focus from hand-made biscuits to increasing on it’s wider range of canned food and condiments series which were popular with the consumers.
More New brands, agency brands and more new products.
In 1990, we not only distribute our own brands but we started off with Want Want items. Our product range continues to grow with mixture of Confectionery and Groceries items. And in 1995, we also started supplying ingredients to factories.
With this expansion, we moved into our current premises located in Sindo Industrial Park in 1994 which were Thirty times larger. In 1995 with China opening up, our founder went back to his Hometown Swatow, China to help Villagers by starting up a factory in producing Teochew Cuisine – Olive Vegetables, Chan Pui Mei so that they have job to do and need not need to travel far out.
Changing times, changing tastes.
In 2002, We redeveloped our Premises from single storey to 4th Storey capacity to house our expansion of Products, enhancing customers’ changing tastes, we experimented with new products to offer something innovative and refreshing. New products, more brands Strategies produced Double digit growth in sales between 2000 and 2010 for Sinhua Hock Kee.
We continue
We were not the first to enter market but our Olive Vegetable was came out as Number 1* in the market as innovated with NO Preservatives which is first of its kind in market with AAA Pickled Lettuce.
Today when comes to Chinese Pickles, Sinhua Hock Kee continues to rank at the Top in Southeast Asian markets.
In 2018, AAA was awarded for the Singapore Prestige Brand Award (Heritage Brands Category), for brands that have been established for more than 25 years.
Today We continue reaching out to wider base of customer across the region and continue developing more exciting products for everyone in the years to come.