About Us
Established in 1948, Sun Kee Pte Ltd is a company that specialises in food import and export. We represent many high-quality products from all over Asia and Europe, and also produce our own brands. The wide variety of products carried by us includes: abalone, canned meat, ginseng, seafood, and snacks, etc. We are also the sole agent in Singapore for most of the international brands that we bring in.
Sun Kee has a diverse marketing channel, including traditional wholesale, retail, F&B and emerging e-commerce platforms. Our sales territory covers the whole of Singapore. With an energetic and driven team, we are not only confident, enthusiastic and serious about our work, we also possess professionalism and compassion, and a conviction to create mutually benefitting collaborations with our business partners. Our goal is to establish firm and strong relationships with more consumers and industry partners, and ultimately becoming Singapore’s most reputable and well-known leader in food import!
Sun Kee has a diverse marketing channel, including traditional wholesale, retail, F&B and emerging e-commerce platforms. Our sales territory covers the whole of Singapore. With an energetic and driven team, we are not only confident, enthusiastic and serious about our work, we also possess professionalism and compassion, and a conviction to create mutually benefitting collaborations with our business partners. Our goal is to establish firm and strong relationships with more consumers and industry partners, and ultimately becoming Singapore’s most reputable and well-known leader in food import!
Vision
To strive for greater achievements in scale and depth. Scale refers to our retail operations, which are executed with the full cooperation of major supermarkets, and requires our products to be of outstanding quality, offering a diverse range and options in category. We are also constantly exploring and accepting the possibilities of marketing different products.
Depth refers to all aspects of procurement and production, which are fully implemented by the company’s management, and strive to understand, recognise, grade and identify the demands of each product. We even participate in site inspections at the products’ place of origin to better understand their background and how to promote them.
These two concepts complement each other and enable the company to make relentless efforts to meet the requirements of the market and the increasing demands from consumers.
Depth refers to all aspects of procurement and production, which are fully implemented by the company’s management, and strive to understand, recognise, grade and identify the demands of each product. We even participate in site inspections at the products’ place of origin to better understand their background and how to promote them.
These two concepts complement each other and enable the company to make relentless efforts to meet the requirements of the market and the increasing demands from consumers.
Mission
To be the number one choice for consumers when it comes to high-quality healthy food, reasonable prices, and service excellence.
Throughout our business philosophy, the most important element, which enabled the company’s accelerated success, is to maintain the quality of our products at reasonable pricing. This is our secret to achieving our customers’ trust and satisfaction!
Throughout our business philosophy, the most important element, which enabled the company’s accelerated success, is to maintain the quality of our products at reasonable pricing. This is our secret to achieving our customers’ trust and satisfaction!
Values
Trust
Our customers can trust our products as we act with integrity and do what is right for people.
Excellence
We strive for excellence in everything we do.
Customer Focus
We are passionate about our customers and consumers and embrace their priorities as
our own.
our own.
We are passionate about our customers and consumers and embrace their priorities
as our own.
as our own.
Responsibility
We act responsibly, ensure the safety of our people and products.
Collaboration
We leverage our strengths and capabilities accross our organization to earn our customers’ respect and loyalty.
Milestones
Sun Kee was founded in 1948 by Mr Lim Jui Chiang, who was responsible for the distribution of Chinese-made food products in Southeast Asia during the era of China’s economic reform.
In 1977, the baton was handed over to the current director Mr Lim Loi Yam to participate in the economic reform exposition.
In 1997, the President of Somalia extended an invitation to discuss the production and development of seafood products.
In 2003, a merger was formed with Hockhua Group (Singapore’s leading ginseng, seafood and tonic retail chain with over 60 outlets islandwide), acting as a subsidiary that procures quality products for the group.
In 2005, we began to expand our canned food series. The annual turnover based on this category alone exceeded our original KPI.
In 2006, a team was led to negotiate a cooperation plan with NTUC, the national confederation of trade unions, as well as a network of professional associations and partners across all sectors in Singapore. The main focus was to provide them with a series of canned food, high-quality Chinese herbal medicine, and specialty dried food. Field trips to the places of product origin were made with the sourcing team at NTUC to inspect product standards. Through this module alone, an impressive annual performance was achieved.
In 2008, inspired by NTUC FairPrice’s business philosophy, the company started imposing stringent requirements on product quality and sanitisation standards to integrate modernisation. Thereafter, we succeeded in our bid with SATS to be a supplier for their aviation meals and for the Singapore Armed Forces. This paved the way for our entry into F&B and contributed substantially towards our annual revenue.
In 2009, we continued our success by expanding our customer network to include F&B clients and increased our selection of quality agricultural products. Thus, achieving exponential growth for the company.
Since then, the company has grown steadily. The annual fiscal year (from October 1 to September 30) sees innovation and breakthroughs in all areas. As of the last financial year, our total performance exceeded all previous years.