SINGAPORE, November 24, 2000 (Thursday)-
The Prima Group, a company listed on the Singapore Exchange (SGX), announced
its plans to expand its investment in Malaysia with a new headquarters
and a series of product launches.
The Prima Group to open award-winning bakery chain in Malaysia
First on the Group's agenda is to launch
its award-winning bakery chain PrimaDeli in Malaysia by end of this year.
The first PrimaDeli outlet will be opened at The Summit shopping mall, Subang USJ this December. This will be the company's first full format PrimaDeli outlet outside of Singapore.
Speaking to visiting Malaysian journalists at a facility visit of Prima Group in Singapore, Executive Director & Chief Operating Officer Mr Kong Yong Yeo said, "We have been exporting PrimaDeli's products for several years and we felt that the time is right to take the PrimaDeli bakery chain beyond Singapore. We are confident that Malaysia with its sound infrastructure will be an excellent launch pad for us."
He added, "PrimaDeli offers customers very good value in terms of product quality and freshness. Not only will consumers get real value in terms of quality ingredients and chunky fillings, they will also get our guarantee of freshness. Unsold pastries, buns and breads are discarded at the end of each day. Health-conscious consumers in Malaysia will also be pleased to know that our products are bromate-free."
The first PrimaDeli outlet at The Summit will offer customers its signature Chicken Pie and Egg Tart as well as a wide range of freshly-baked pastries, buns and breads. The outlet will carry a range of over 100 different products. The company has targeted to open 50 outlets in the Klang Valley within the next 5 years.
Further investments for Malaysia
The Prima Group first entered the Malaysian market in 1992 with Prima Modern Machinery (M) Sdn Bhd selling a comprehensive and innovative range of bakery equipment ranging from stand-alone, semi-automatic and fully-automatic machines to fully integrated turnkey processing and production systems from Europe, America, Japan and Australia.
The Group's other well-known brands and products such as PrimaFlour premium flour products, PrimaMix bakery mixes and PrimaDeli Frozen Dough are also slated for launch into the Malaysian market following the launch of the PrimaDeli bakery chain.
As a sign of the Prima Group's confidence in the Malaysian market, the Group has earmarked a further investment of more than RM30 million into the Malaysian business. This includes the acquisition of a 110,880 sq ft land in Hicom Glenmarie Industrial Park and a 192,833 sq ft land in Malacca as well as the development of its own premises to be ready in 3-4 years in anticipation of business growth.
As a recognition of the Group's successful overseas investments, the Singapore Economic Development Board in October awarded the Prima Group the Overseas Enterprise Incentive (OEI). The award provides for tax incentives to Singapore companies who after establishing a strong presence in Singapore have continued to grow their business network through investments overseas.
PrimaDeli has also received several internationally recognised awards. In March this year, PrimaDeli was awarded the Singapore Franchise Mark, a symbol of quality in franchise management, by the Singapore Productivity & Standards Board and the Singapore International Franchise Association for having achieved professional standards in the areas of business practice, management capabilities and business performance.
PrimaDeli was named Domestic Franchisor of the Year at the 1998 Franchise Excellence Awards in recognition of PrimaDeli's successful franchise system. This was awarded by the Singapore Productivity and Standards Board (PSB), Singapore Trade Development Board (TDB) and Arthur Andersen Business Consulting.
In February 2000, Prima Deli received the Hazard Analysis Critical Control Point (HACCP) certification in recognition of the company's exacting food safety and hygiene standards in its frozen dough and bakery fillings production.
For more information, please contact:
Prima Receives OEI Award for Regional Expansion
SINGAPORE, 20 November 2000 - Main-board-listed, Prima Limited, Singapore's pioneer flourmiller that has grown into an international industrial group, has been presented today with the Overseas Enterprise Incentive (OEI) Award by the Economic Development Board (EDB) for active and successful investments overseas.
The Prima Group receiving the OEI award comprises of Prima Limited and its subsidiaries namely, Prigo Agro-Industries Pte Ltd, Hapiways Management Services Pte Ltd and Prima Food Pte Ltd. (Click here for OEI Award Qualifying Investments & Activities Under the Prima Group of Companies)
Prima's strong business foundation and established track record in flour milling has enabled the company to diversify its activities into other food- related businesses.
"Regional expansion is the key to our future growth. Since the 1970s, Prima has seized opportunities inherent in the Asian markets and made sound investments in the Asia Pacific countries. Through these investments, Prima has established a solid presence in the region and has also built a strong foundation to establish an even wider business network in the region and beyond. This would hold us in good stead when the Asian economies recover fully from the 1997 crisis," said Mr Cheng Chih Kwong, Primus, Chairman and Chief Executive Officer of Prima Limited.
Prima Food Pte Ltd is poised to launch its award-winning PrimaDeli franchise regionally and the Klang Valley is the first choice for its first PrimaDeli outlet in Malaysia. In fact, Prima Food plans to invest in a total of 50 PrimaDeli outlets in the Klang Valley in the next five years.
"The award will certainly help to boost our overseas operations and broaden our regionalisation programme. In addition, the tangible financial incentives accorded with this award will help us to further our objective of enhancing our shareholders' value," added Mr Cheng. The OEI is awarded to local enterprises which, after having established a strong presence in Singapore, continue to expand their business network through investments overseas.
The OEI enables recipients to harness more resources, in terms of tax exemption, for upgrading and re-investments in their next stage of growth. To date, the total number of OEI recipients stand at 17 since the scheme was introduced in 1996.
Prima Sponsors Seminar To Raise Industry Standards
SINGAPORE, 13 November 2000 -The Ministry of the Environment and the Association of Chinese Wheat Flour Merchants of Singapore will be jointly organising a seminar on 17 November 2000 for noodle manufacturers, distributors and suppliers. The seminar, sponsored by Prima Limited, aims to share with industry practitioners key issues on hygiene and safety for their manufacturing process. This is particularly relevant In view of the recent food scare in Singapore's hospitality industry.
"Currently, there is a code of practice for the noodle industry that is accepted by the Productivity and Standards Board (PSB). However, adhering to this code is voluntary. It is essential that manufacturers, distributors and suppliers truly understand the importance of food hygiene and safety and the consequences that can result, particularly in perishable products like noodles," said Mr Png Geo Lian, Chairman of the Association of Chinese Wheat Flour Merchants of Singapore.
"With Singapore's hot and humid weather, the 'wet' manufacturing process of noodles requires even more careful planning and implementation of safety measures to ensure safe and quality mee and kway teow to be delivered to consumers each day," added Mr Png.
The seminar will feature qualified speakers from the Ministry of the Environment (ENV), Singapore Food Manufacturers' Association, Prima Limited and the PSB to share insights into topics like hygiene regulations and requirements and good noodle manufacturing practices. In addition, the seminar will also address "hot" issues like quality flour and ingredient selection for noodle manufacturing and the PSB Hazard Analysis Critical Control Point (HACCP) certification scheme.
Launched in 1998 by the PSB, the HACCP certification scheme was designed to help companies in the food and beverage industry meet internationally recognised standards on food safety and hygiene. It is a scientific and systematic approach to the identification, assessment and control of hazards during production, processing, manufacturing and preparation of food to ensure that food is hygienic and safe when consumed.
"The HACCP certification has catapulted one of our subsidiaries Prima Food Pte Ltd into the role of an effective competitor in the world market. Hopefully, through this food hygiene and safety seminar, we will be able to help Singapore's noodle manufacturers achieve the same kind of confidence and recognition that Prima has received in the global market place," said Mr Kong Yong Yeo, Chief Operating Officer, Prima Limited.
Besides learning about attaining world-class hygiene standards in the manufacturing process, seminar participants will also benefit from advice and tips on improving the quality of noodle products and surviving the marketing war in today's business environment.
The seminar is targeted at practitioners in the noodle trade namely, proprietors, distributors, production supervisors and managers, quality control officers and managers and marketing and sales persons from the industry. The half-day seminar will be held on 17 November 2000 from 1:30pm at the Garden Hotel. All seminar participants pay a nominal fee of $25 which includes dinner reception at the end of the programme.
SINGAPORE, 13 June 2000 – PFS Pte Ltd, a member of mainboard listed Prima Limited today launched a new concept restaurant called Prima Taste at Centrepoint’s food street, (unit #01-63/64). Positioned as “A True Singapore Restaurant”, the outlet is the first of its kind for PFS in Singapore and will set new standards in the local food scene.This new-age eatery offers a wide variety of Singapore’s favourite local dishes like Laksa, Mee Siam, Hainanese Chicken Rice and Prawn Mee. For a little indulgence, the menu also offers deluxe items like Popiah with Sri Lanka Crabmeat and King Prawn Mee. The objective is to replicate the authenticity of these well-loved dishes served in the old days. To provide customers with a wide variety of choices, new dishes will be introduced regularly to create interest for repeat visits. Prices at the outlet range from S$2.50 to S$24.00.
Besides the delicious and authentic local cuisine, the focal point of Prima Taste will be its décor, which incorporates a touch of old Singapore with the new. Wall murals in the outlet depict scenes of hawkers in the old days selling familiar local favourites. The murals were painted by talented students of the Nanyang Academy of Fine Arts (NAFA) who were specially engaged by PFS for the project.
Prima Taste outlet
To blend with this unique art décor, stainless steel and wood finishes are installed at the outlet, to give it a sophisticated and modern feel.
There will a host of activities, lucky
draws and freebies to be won at the official launch. Flyers will also
be distributed to the public within the vicinity, which will entitle patrons
to redeem for food vouchers and other freebies.
“With the recent restructuring of our F&B
business and the introduction of our new PFS logo, Prima Taste is an excellent
platform for us to reinforce our position in the food industry. We have
positioned Prima Taste as “A True Singapore Restaurant” to reflect the
authentic and rich local cuisine that we have to offer at affordable prices.
Prima Taste is therefore a step forward for us to reinforce our new direction
in providing the public with a total dining experience,” added Mr Loke.
Prima Taste outlet
Prima Limited was founded in 1961 as one of the pioneer flour millers in Singapore. Since then, the company has diversified into food manufacturing, restaurants, bakery franchising, R&D services, bakery equipment distribution, information technology, trading, investments and property. It is now an established international industrial group in Singapore, with overseas operations in Malaysia, Sri Lanka and China. It was listed on the SGX main board on 26 June 1969. The Group turnover for 1999 was S$172.4 million.
SINGAPORE, 29 May 2000 – Prima Modern Machinery Pte Ltd, a division of main-board listed Prima group of companies launched their Easy Bake Bread Maker at the Singapore Food Expo on 25 May 2000. This is the first time Prima has ventured into the consumer market with a bread maker catered for households.
With a heat deflector, the Easy Bake can create a humid environment during proofing and fermenting of the dough, which gives the bread a golden brown crust. Ergonomically built, the Easy Bake also has a large viewing window for checking the progress of the bread. In the event of a temporary power failure, there is a special power interruption protection programme that will allow the Easy Bake to continue for another two hours on its own.
Complementing the Easy Bake, Prima Limited also launched a new range of bread mixes besides their diversified range of flour and bakery premixes at the exhibition.
At present there are three varieties of bread mixes, namely: White Bread Mix, Wholemeal Bread Mix and Multigrain Bread Mix.
Prima at Singapore Food Expo
“With the focus on healthy living nowadays, bread machines that allow for quick and fuss-free preparations will be a boon for household consumers who enjoy eating freshly baked bread. This is definitely a healthier alternative to buying commercially made bread. With the special pre-programming feature, consumers can pre-time the Easy Bake for up to 13 hours at night and wake-up to the aromas of freshly baked bread in the morning. With the Easy Bake, consumers are also spoiled with a wider variety of breads at a reasonable price instead of having to pay a premium for designer breads,” said Ms Alicia Tan, Marketing Manager of Prima Ltd
Prima will be showcasing the Easy Bake Bread Maker and their flour products from 25 May to 29 May 2000, at Hall 6 of the Singapore Expo, Booth No. 53.
Prima Modern Machinery Pte Ltd is one of the largest suppliers of bakery machinery in the region. It currently offers innovative equipment from Europe, United States, Japan and Australia, ranging from stand-alone, semi-automatic and automatic machines, to fully integrated turnkey processing and production systems. Prima Modern Machinery is a solutions provider that serves the specific food processing hardware and software needs of the baking industry through its comprehensive range of bakery equipment.
Prima Limited was founded in 1961 as one of the pioneer flour millers in Singapore. It currently offers a wide variety of wheat flour and bakery premixes packed in both institutional and household sizes from their technologically advanced and fully computerised mill.
Prima at Singapore Food Expo
To date, the company has diversified into investment and property, trading, restaurants, confectionery franchising, R&D and technology. It is now an established international industrial group in Singapore, with overseas operations in Malaysia, Sri Lanka and China. It was listed on the SGX main board on 26 June 1969. The Group turnover for 1999 was S$172.4 million.
For enquiries on the Easy Bake, please contact:
Prima Modern Machinery (T) 276 8676
Prima at Singapore Food Expo
SINGAPORE, 30 April 2000 - Prima Food Pte Ltd, a subsidiary of main-board listed Prima Limited will showcase their award-winning bakery franchise - PrimaDeli - at Global Franchising 2000 from 20-22 September 2000. Their booth will be located within the Singapore Pavilion, Booth No D3-06 at Hall 401, Level 4, Singapore International Convention and Exhibition Center (SICEC).
PrimaDeli is Singapore's first home-grown bakery franchise, offering a wide variety of quality breads, buns, pastries and cakes. It was launched in October 1992, under the auspices of the Productivity & Standards Board (PSB), with the mission to transform the bakery and confectionery industry by adopting modern production and retail management techniques, information technology and strong branding.
Through Prima's extensive in-house R&D programmes and state-of-the-art frozen dough production technology, PrimaDeli has achieved breakthroughs in its products. Frozen dough provides for consistent quality across the bakery chain and allows franchisees to operate their bakeries without requiring intensive baking skills and extensive equipment.
PrimaDeli has also established an excellent infrastructure through the use of information technology to increase operational efficiency. All PrimaDeli outlets are equipped with sophisticated point-of-sale systems that function as cash registers and user-friendly management information tools for the outlet managers. The systems are linked online to headquarters, facilitating stock re-ordering, production planning and distribution scheduling.
Franchisees are given training through well-structured programmes by PrimaDeli's team of professionals. The training programmes cover management, operations, customer service, product knowledge and baking techniques, with follow-through hands-on training at the shop level.
In addition, PrimaDeli provides franchisees with advertising and promotions support. PrimaDeli has invested in a full-scale marketing department complete with a professional graphics team and photography studio. The department is not only responsible for nationwide advertising and promotions campaigns to build and maintain the PrimaDeli brand, but also supports the franchisees in store opening publicity and regular in-store marketing.
"Following the call by the Trade Development Board (TDB) to promote Singapore as an international franchising hub, Global Franchising 2000 will be an excellent platform for us to showcase PrimaDeli's professional franchise system to international players. Our recent awards, like the Domestic Franchisor of the Year award and the Singapore Franchise Mark are further endorsements of our franchise capabilities. We hope that Global Franchising 2000 will bring us a step closer in establishing our bakery franchise internationally," said Mr Tony Loke, Executive Director, Prima Food Pte Ltd.
Today, the PrimaDeli chain boasts more than 30 bakeries. Its delicious signature items include chicken pies and egg tarts - and the chain is known for its wide range of breads, buns, pastries and cakes. PrimaDeli also offers a home delivery service for its cakes. Customers can call the PrimaDeli Dial-a-Cake Hotline at 276 3333.
PrimaDeli was named Domestic Franchisor of the Year in 1998 by the Productivity and Standards Board (PSB), Trade Development Board (TDB) and Arthur Andersen Business Consulting in recognition of PrimaDeli's successful franchise system. PrimaDeli was also awarded the Singapore Franchise Mark recently by PSB and the Singapore International Franchise Association. This is a certification scheme that identifies PrimaDeli as having achieved commendable professional standards in the areas of business practices, management capabilities and business performance.
PrimaDeli has already begun making inroads into overseas markets. Recently, the company signed an agreement with a major group in Hong Kong, under which the Hong Kong group will set up a chain of retail outlets to sell a range of PrimaDeli products.
Negotiations are now underway on master franchise and other forms of collaboration in a number of other countries.
PrimaDeli received the Hazard Analysis Critical Control Point (HACCP) certification recently for exacting food safety and hygiene standards in its frozen dough production. With the success of the PrimaDeli bakery, the company has built a strong export business for its frozen dough products. It now supplies frozen dough to foodservice operators as a quick and easy solution for high quality bakery items. PrimaDeli had a successful exhibition at FoodEx 2000 in Tokyo, Japan earlier this year. As a result of the show, the company widened the range of products exported under the PrimaDeli brand to Japan.
The Prima Group will be restructuring its food services and manufacturing arm from 1 February 2000.
PFS Pte Ltd
Prima Food Services Pte Ltd will now be known as PFS Pte Ltd.
The company was established in 1991 as the food services arm of the Prima Group.
With the change of name, PFS Pte Ltd will focus primarily on F&B operations with the aim to reinforce its position as a professional and forward-looking F&B services company. The new abbreviated name will project a sense of dynamism and immediacy, and evoke keywords such as "professional", "fine food" and "service-oriented".
PFS Pte Ltd manages F&B establishments in the areas of fine dining, casual dining and cafeteria operations. In addition, the company operates PFS Catering, which provides both indoor and outdoor catering services for all occasions.
The F&B establishments offer a variety of dining choices with cuisine that includes Beijing, Teochew, Cantonese, Continental, Asian and local fare.
PFS Pte Ltd today manages more than 10 F&B establishments (see Appendix).
Prima Food Pte Ltd
Confectionery Transformation Pte Ltd will now be known as Prima Food Pte Ltd.
The company was established in 1992 under the auspices of the Singapore Productivity & Standards Board to spearhead the upgrading and transformation of local bakeries and confectionery shops.
The change in name will better reflect the business direction of the company whose new emphasis will primarily be in two areas: value-added food manufacturing and franchising.
Prima Food Pte Ltd will continue to manage the PrimaDeli bakery franchise which boasts more than 30 outlets across Singapore.
Prima Food Pte Ltd will also continue to manufacture PrimaDeli's wide range of frozen dough products for buns, breads and pastries, which are distributed to PrimaDeli franchisees as well as the food service and hospitality industry.
In addition, the company will take over the manufacture of Prima Taste from PFS Pte Ltd. Launched early 1999, Prima Taste is a range of Singapore's local favourites in ready-to-cook pastes and premixes.
"Focusing on value-added food manufacturing, Prima Food Pte Ltd will help the Prima Group entrench itself as a leader in the food industry," says Mr Primus Cheng, Chairman and CEO of the Prima Group. "And by consolidating our local food manufacturing operations within one strategic business unit, we will be better placed to maximise operating and marketing synergies to enable us to exploit export opportunities and optimise our growth."
The core businesses of the Prima Group include flourmilling, feedmilling, food services and manufacturing, bakery equipment and systems, bakery industry training, information technology, and research and development in the food sciences.
Issued by the Marketing Department, Prima
F&B operations under PFS Pte Ltd
Prima Food Pte Ltd has been awarded the Singapore Productivity and Standards Board's Hazard Analysis Critical Control Point (HACCP) Certification for the production of frozen dough for buns, breads and pastries, as well as bakery fillings.
Launched in 1998 by the Singapore Productivity and Standards Board (PSB), the HACCP Certification scheme was designed to help companies in the food and beverage industry meet internationally-recognised Codex standards on Food Hygiene and the HACCP system.
"The HACCP certification underscores that Prima Food has a system that is universally recognised. This is helpful in allowing us to compete more effectively in the world market and also open potential markets by increasing confidence in our food safety and hygiene standards," said Mr Tony Loke, Executive Director, Prima Food Pte Ltd.
HACCP - which stands for Hazard Analysis Critical Control Point - is a scientific and systematic approach to the identification, assessment and control of hazards during production, processing, manufacturing and preparation of food to ensure that food is safe when consumed.
Conceived in the 1960s in the US, HACCP is increasingly becoming a requirement for market entry by regulators and major buyers in countries like the USA, Europe, UK, Australia and Canada.
"Traditionally, food safety control programmes generally rely on "spot check" inspection and end-product testing. This facilitates detection rather than the prevention of potential food safety hazards. With HACCP in place, Prima Food will have food safety integrated seamlessly into the production process," said Mr Tony Loke.
Prima Food manages the PrimaDeli bakery franchise and manufactures a wide range of buns, breads and pastries in frozen dough form for supply to the PrimaDeli bakeries and the food service and hospitality industry.
In addition, Prima Food manufactures Prima Taste, a range of Singapore's local favourites in ready-to-cook pastes and premixes.
Prima Food is a member of the Prima Group. Formerly known as Confectionery Transformation Pte Ltd, the company was renamed to merge the Group's food manufacturing operations.