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.

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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.