Taiwan’s leading vermicelli maker eyes 20% increase in yearly sales in SG

As Sunright Foods will introduce a new line of products in the Lion City this year, its expansion in Asia also comes with goals to reduce its carbon footprint.

Singaporeans who often do their groceries at NTUC FairPrice will likely be familiar with the Taiwan vermicelli maker and food manufacturer, Sunright Foods Corporation, or its other brands like Green Farm.

Twenty years after it first entered the Singapore market, the Taiwanese company has already made its way to the Singaporean diet, especially with their products like their top-seller “Multi Grain Rice - 18 Natural Mixed” with 20,000 bags sold in 2022 and of course, their vermicelli products.

In the next few years, Sunright Foods aims to strengthen its presence in the Singapore market, targeting a 20% increase in its yearly sales in the country. In 2023, the company expects to achieve a 15% growth in its sales in Singapore.

To achieve this goal, Darren Chen, Sunright Foods Corporation’s trading manager, said their company will embark on large-scale promotions through different sales channels in Singapore and will also participate in trade shows.

The food manufacturer will also introduce new products in the Lion City like the seasoned vermicelli series which include the Tom Yum Gung Wide Vermicelli, Toona Sesame Wide Vegan Vermicelli , Zanthoxylum Sesame Wide Vermicelli, and the Chili Oil Splash Wide Vermicelli.

*Sunright's booth at the Food Taipei Mega Show in Taiwan showcased their roster of products (Photo from Sunright Corporation)*

At present, Sunright is selling vermicelli, potato starch, and mixed grains products in Singapore through supermarket chains like NTUC Fairprice.

“Singapore is a very important market. If we have good sales [in Singapore] I think we can even expand to the rest of Asia,” Chen told the Singapore Business Review on the sidelines of Food Taipei Mega Shows in Taiwan.

Chen added that Sunright wants to focus on the Asian market, given that the region is a massive population with noodles in their daily diet.

Apart from expanding its overall market, the company has also set the goal to reduce its carbon footprint in the coming years.

In an effort to do so, Linda Liu, a specialist at Sunright’s trade department, said the company has began reusing wasted water from their factories.

“We have been using a system [which allows us] to reuse the 100 tons of water wastage from our factories,” Liu said.

Moving forward, Sunright hopes to continue to serve Singapore and its other markets with safe and high quality food whilst being environmentally-friendly.

“In Singapore, people value food safety… Sunright provides high quality food for our customers so therefore Singapore consumers can purchase our products without worrying about the food safety problem,” Chen said.

Reaching the people who run Asia's businesses is harder than it used to be.

Inboxes are crowded. Attention is short. The executives you most want to reach — the founders, CFOs, and operators who actually move budgets — are the hardest to find through the usual channels. If you're building a company, a category, or a reputation, you already know this.

We've spent twenty years building the room they read. Singapore Business Review is where senior decision makers in Singapore and across Southeast Asia come for business coverage they can't get elsewhere — in print, online, and in person at the summits and roundtables we host across seven markets.

If you have something these readers should know about — a point of view worth publishing, a product worth their attention, an event worth their time — we'd like to hear what you're trying to do.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia