Quality, sincerity, credibility and respect for customers – that is the motto of the Madam Hong Ying Lien, Chief Executive of High Fresh Trading Pte Ltd. The company undoubtedly enjoys 70% market share in the local crabs wholesale and retail market for a solid twenty years.
High Fresh Crabs is hugely popular in Southeast Asia with partners from Hong Kong, Japan, Taiwan, Indonesia, Vietnam, Sri Lanka, and South Africa. This stems from its imposing manner, extensive networks, and excellent services.
The first seafood wholesale company to be locally certified HACCP for food safety and ISO9001: 2008, High Fresh operates on sincerity and practicality. Its delivery services taken within half an hour from each phone call; and unconditional replacements of goods with quality problems are guaranteed.
Being the first comes in more than one form, High Fresh is also the pioneer to introduce hairy crabs locally. Over the years, it satisfied the taste buds of local gourmets with a variety of crabs. Singapore is a gourmet centre, and most familiar to locals are chili crabs and black pepper crabs. Ms Hong travels the world to select these high-quality, fresh crabs.
“Never provide stale products, never put the reputation of High Fresh in jeopardy”, is what Ms Hong closely abides to. When tons of crabs died while she was still grappling with the handling of hairy crabs for local promotion, this belief led her to discard all the crabs in stock despite the incurring of huge losses. It paved the way for the future development of High Fresh, and the company is better than before each and every day.
Failure is not an option to Ms Hong, her devotion and unyieldingness giving High Fresh a strong foothold in the local industry. “One will be rewarded so long as one does one’s utmost”, she said.
This is a woman who only has confidence for the future, a Successful Entrepreneur wit almost two decades of experience. She wants to give back to the country that has shown her grace, and you can be assured that the name High Fresh Trading Pte Ltdwill continue to be put on a pedestal in the market.
Hong Ying Lien
Chief Executive of High Fresh Trading Pte Ltd