80 ASIA'S TOP ACHIEVERS Jun 2016 | Page 21

It was in the year of 2009 that he took over the business from the previous owner. It took two persons including him, Mr Sim Cheng Huat examining the company prospering as a distributor specializing in bread, pastries and snacks supplying to various canteens, cake shops, bread shop and etc. With a view to expand the business developing its future brand strategy, he uses his extensive network in Malaysia, to pull in reliable suppliers.

Having established a well-known brand at home – 4000 square feet to keep stock in Penjuru Road and 15 trucks traversing island wide for its daily deliveries. Trading its 90% of its products, which are all Halal-certified, CH Sim Trading plans to introduce more bread varieties in the coming years. One of its best sellers, the Jumbo Roll is distributed to the Singapore Army by the Singapore Food Industry.

Treading it own brand, Sim Bakery thrives in a saturated market, not knowingly Mr Sim clocked more than 20 hours of work time during his early years at Keppel Road. His persistence prevailed over endless workload and financial challenges. With sales soaring up high, keeping the progress of company goals, he admitted that having a good understanding of the Singapore market is essential and continued to be in the know of the market demand. Offering a fusion of traditional bakery favorite, he ensures partners in the industry and their customers are satisfied with quality bread products.

Persistency creates success over bread and roll

252 JURONG EAST STREET 24, #01-153 SINGAPORE 600252

TEL: (65) 6265 8138

EMAIL: [email protected]