FHA2018 SHOWDAILY
25 A pri l 2 0 18
Chee Seng returns to
roots with coconut oil
As long ago as in 1943, Chee Seng Oil be-
gan producing coconut oil that remained
its manufacturing staple until 1956, when
it began producing sesame oil using tradi-
tional roasting methods so that there was no
bitterness left in the final product.
Earlier this year, the grandson of found-
er Lim Tai Tin decided to return to the
company’s roots, bringing back coconut oil
under the Double Pagoda brand, which has
been given pride of place in the display of
the company’s products at booth 6K1-11
in FHA2018.
“We have been unfailingly participating
in this show since its inception, and found
that we get great response from both busi-
ness visitors and the general public,” says
Lim Kay Kheng, Chee Seng’s sales and
marketing manager.
Although the company was well known
as manufacturers of cold-pressed, unrefined
sesame oil, its customers did not associate
it with coconut oil because the product
had been discontinued over half a century
earlier.
“Now we are also using this newly
launched coconut oil in a blend with sesame
oil and a range of specialty oils, to make
Double Pagoda, one of our three brands,”
says Lim. “The other two brands, Chee Seng
sesame oil and Golden Ox blended sesame
oil, are well known in the market.”
Indeed, Chee Seng was the first sesame
oil manufacturer in Singapore to use
machinery for production. The founder
painstakingly designed and supervised the
installation of all the machines needed in
the various stages of production, placing
top priority on product aroma and purity.
“Over the years, we have grown from
strength to strength to become a market
leader, winning consumers over with our
high-quality, cold-pressed, unrefined
sesame oil that retains the natural goodness
and flavour of its source,” says Lim.
Lim points out that Chee Seng Sesame
Oil was awarded gold medals by the Inter-
national Monde Selection for five consecu-
tive years from 1988 to 1992 for its outstand-
ing product quality and packaging design.
“Subsequently, Chee Seng Oil was
awarded the Grand Gold Medal in 2002
and 2003 in recognition of the marked im-
provement in its product quality,” he says.
“In the year 2000, our company became
the first among sesame oil manufacturers
to receive ISO 9002 accreditation.”
The company has OEM (original equip-
ment manufacturer) arrangements with
partners in other countries, including the
US, Canada, the UK, the Netherlands,
Austria, Germany, Luxembourg, Bel-
gium, Lebanon, Bahrain, Saudi Arabia,
China, the Philippines, Malaysia, Bru-
nei, Indonesia, Cambodia, Myanmar,
India and Australia.
Chee Seng’s Lim Kay Kheng:
“We have been unfailingly
participating in this show
since its inception, and found
that we get great response
from both business visitors
and the general public”
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