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| IE
Singapore helps local companies
to go global. |
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MacCoffee, Klassno, OrienBites, MacCandy, Zinties,
Kracks — do these names sound foreign to you?
If so, you may be surprised to learn that they are
actually Singapore brands marketed overseas by SGX
mainboard-listed Food Empire Holdings Limited.
MacCoffee is Food Empire’s best-selling 3-in-1
coffee that is fast brewing up a storm in Russia,
Ukraine and Kazakstan. Klassno and OrienBites are
brands of ready-to-cook frozen Chinese food products.
MacCandy and Zinties are candy brands and Kracks
is a range of potato crisps.
Food Empire, which sells over 170 types of instant
food and beverages in more than 50 countries, has
been ranked one of the 100 Singapore companies with
the highest overseas revenue (inaugural Singapore
International 100 Ranking by International Enterprise
[IE] Singapore).
Determined to continue growing its reach, Food Empire
wants to be a leading global food and beverage company.
The bold claim in its mission statement: “We
will achieve this goal as we have the people, the
passion and the enterprising spirit to make a difference.”
Food Empire’s success story is one that the
Government hopes will inspire more Singapore companies
to make their mark on the international stage. To
this end, it wants to create an environment that
fosters entrepreneurship.
In 2002, IE Singapore was tasked to be the lead
agency to spearhead internationalisation efforts.
This move marked the start of a new, focused journey
to develop Singapore’s external economic wing.
Today, IE Singapore offers wide-ranging services
in 36 locations worldwide to enhance Singaporebased
companies’ competency, connections and capital
(read more about them in the following stories).
Looking back at Singapore’s early achievements
in expanding abroad, Senior Minister Goh Chok Tong
said at the IE Forum 2005 Gala Dinner: “More
than a decade ago, I had urged Singapore companies
to plug into thriving economies in our region and
ride on their growth.
“Singapore companies responded enthusiastically
to the call to regionalise. Between 1993 and 2002,
our investments in the region jumped from S$6 billion
to S$25 billion.”
Mr Goh pointed out that global opportunities for
trade and investment have increased tremendously
over the years. He said: “To add strength
and depth to our economy, the next logical step
is for our companies
to internationalise.”
To mark the importance of the next phase of economic
growth, IE Singapore designated 2004 as the “Year
of Internationalisation”. The year, which
saw more than 30,000 Singapore companies benefiting
from IE Singapore’s programmes and services,
also marked the beginning of a decade of internationalisation.
IE Singapore has identified three strategic thrusts
for this decade:
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catalyse private
sector-led internationalisation: IE Singapore
will actively support and encourage entrepreneurs
and companies to
go global |
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maximise connectivity
with growth markets: Singapore will boost
its business connections with growing overseas
markets through various networks, partnerships,
business councils, free trade agreements,
and by sharing resources with the private
sector |
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promote the export of
services, leveraging on Singapore’s
brand name: As Singapore transits into a knowledge-based
economy, our exports will comprise more services
in new business models. Our strong brand name
in service industries such as IT, healthcare,
banking and finance has huge export potential |
Said CEO of IE Singapore Lee Yi Shyan in his opening
address at the IE Forum 2005: “The journey
to profitable and sustainable growth in a globalised
economy is full of challenges and rewards.”
IE Singapore, which seeks to help local companies
to go the distance, will increasingly play a key
role in positioning Singapore to seize the growing
opportunities available in the years ahead. |
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By IE Singapore
Next: Fuelling
the overseas drive |
