For decades, Siong Hong Seafood Enterprise has been synonymous with quality, reliability, and leadership in Singapore’s seafood supply industry. Specializing in live cockles, the company holds the distinction of being the largest licensed supplier in Singapore, meeting the stringent requirements set by the Singapore Food Agency (SFA) for import, handling, and distribution.
Under the dynamic leadership of Director Ms Lin Feng, the company has transformed from a family-run business into a market leader, expanding beyond seafood into eco- friendly cutlery, business marketing solutions, and health supplements. With a strong commitment to innovation and customer service, Siong Hong Seafood is setting new benchmarks in the industry while preparing for its next phase of growth.
Siong Hong Seafood’s journey has been one of perseverance and adaptability. As a business that began with traditional methods of seafood processing and distribution, it has evolved through technological advancements and strategic expansion.
“The early years were challenging,” Ms Lin reflects. “We faced issues like staff shortages, inefficient systems, and the trial-and-error of managing a growing operation. But through learning, investing in better technology, and refining our processes, we have strengthened our foundation and positioned ourselves for long- term success.”
Today, Siong Hong Seafood operates with a modernized infrastructure, leveraging user-friendly processing systems and an efficient logistics network to meet growing demand while maintaining the freshness and quality its customers expect.
While seafood remains at the core of its business, Siong Hong Seafood has expanded its offerings to support its clients in more ways than one:
Eco-Friendly Cutlery Solutions – Recognizing the growing demand for sustainability, the company now supplies biodegradable and reusable cutlery to hawkers and food businesses.
Marketing Support for Clients – Understanding the challenges that small food businesses face, the company provides branding and marketing solutions to help them attract more customers and grow.
Health Supplements – Expanding into the wellness industry, with plans to introduce supplements in Singapore, followed by an expansion into Southeast Asia and China.
“We are not just a seafood supplier,” Ms Lin explains. “We see ourselves as a partner to our clients, helping them succeed in every way possible—whether that’s through quality seafood, better business tools, or marketing support.”
Siong Hong Seafood’s greatest strength is its people. With a workforce that has grown from 20-30 employees to now over 70-80, the company takes pride in retaining long-term staff, many of whom have been with the company for 10 to 20 years.
“We believe in taking care of our people,” Ms Lin shares. “Through profit-sharing, KPI- based incentives, and a strong team culture, we ensure that our employees are motivated and invested in the company’s success.”
This collaborative and people-first approach fosters a dedicated workforce, where everyone—from sales teams to drivers—works towards the same goal of delivering top-quality products and services to clients.
What sets Siong Hong Seafood apart from competitors is its commitment to transparency, customization, and superior service. The company has built long-term relationships with clients by offering:
Over 20 delivery vehicles, ensuring timely and efficient supply.
Tailored supply models, allowing clients to customize their orders without additional costs.
A client-first approach, keeping profit margins lower than competitors to help food businesses stay profitable and sustainable.
“Our focus has never been just about maximizing profits,” says Ms Lin. “We want to build lasting partnerships, where our clients trust us to always deliver the best value and service.”
Beyond business, Siong Hong Seafood is dedicated to making a difference in the community. The company donates annually to orphanages in Africa and Southeast Asia and regularly sponsors charity events in Thailand, ensuring that its success also contributes to social good.
Additionally, its focus on eco-friendly products and waste reduction reflects its commitment to sustainability, ensuring that the business continues to evolve responsibly.
With a strong foothold in Singapore, Siong Hong Seafood is setting its sights on regional expansion, particularly in cutlery and wellness solutions. The company plans to:
Enhance brand awareness through marketing initiatives.
Strengthen operational efficiency with AI-driven logistics and management systems.
Expand into Southeast Asia and China, bringing its expertise in seafood, sustainability, and wellness to a larger audience.
“Our goal is to lead not just in seafood but in multiple industries that create value for our clients and employees,” Ms Lin affirms. “We are constantly evolving, looking at new opportunities, and ensuring that we remain the industry leader for generations to come.”
With a proven track record, a dynamic team, and an unwavering commitment to quality and service, Siong Hong Seafood Enterprise is poised for even greater success, shaping the future of Singapore’s seafood and food service industries.
