Ayam Brand

Ayam Brand (simply known as Ayam) is a Singaporean multi-national food company, specialising in prepared foods, including seafood, canned fish (sardines, mackerel, tuna) and Asian grocery (coconut, Asian sauces, pastes etc.), as well as canned fruit and vegetables, especially baked beans.

Ayam Brand
Private Limited
IndustryFood processing
Founded1892 (1892)
FounderAlfred Clouet
HeadquartersSingapore
Area served
Singapore, Malaysia, Thailand, Brunei, Indonesia, Hong Kong, Macau, Japan, China, Australia, Sri Lanka, Philippines, Netherlands, New Zealand, India, France, Sweden, Cambodia, Portugal, United Kingdom & Vietnam
Key people
Ting Seng Hee, Fabien Alexandre Reyjal
ProductsSardines, mackerel, tuna, coconut, Asian sauces and pastes, fruits, vegetables, baked beans
OwnerAyam S.A.R.L.
Number of employees
1,000+
ParentDenis Frères Group of Companies
Websitewww.ayambrand.com

Ayam Brand produces over 60 million cans of food annually and employs around 1,000 people.

History

Alfred Clouet, a French citizen, founded Ayam Brand in 1892 in Singapore, which was at that time part of British Malaya. The business focused on supplying food for colonial staff. They also produced building materials. The food brand was created to be a seal of quality as canned food was then regarded as a luxury, inaccessible to the general public. Clouet took the rooster for the logo of the brand. The brand name was self generated by local traders and consumers, as they started referring to the canned sardines or salmon as Ayam Brand (Ayam being the Malay word for Chicken or rooster).[1][2]

In 1954, the company was taken over by the Denis Frères Group of Companies.[3][4] The name of the founder can still be found in some distribution company names: A.Clouet & Co. (KL) Sdn. Bhd. for Malaysia, Clouet Trading Pte. Ltd. for Singapore or A. Clouet (Australia) Pty. Ltd. for Australia – New Zealand. The sole owner of Ayam Brand is a company called Ayam S.A.R.L.

Very active in Malaya in the 19th and first half of the 20th centuries, the brand only expanded out of its historical boundaries after the 1950s. Ayam Brand is a brand leader in specific Asian markets such as Malaysia, Singapore, Brunei, Thailand, Indonesia and Hong Kong for mass market products such as sardines, tuna, coconut or baked beans, while Ayam is a brand for cooking ingredients in Asian cuisine markets such as Australia, New Zealand, France, and the United Kingdom.[5]

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References
  1. Malaisie-France, Institut Terjemahan & Baku Malaysia Bhd ISBN 978-967-430-264-1
  2. The French in Singapore (1819-today), Edition Didier Millet Pte Ltd (2011) ISBN 978-981-4260-44-2
  3. Commerce et colonisation en Indochine (1860-1945): Les maisons de commerce françaises, un siècle d'aventure humaine Les Indes Savantes ISBN 2-84654-063-2
  4. The French in Singapore (1819-today), Edition Didier Millet Pte Ltd (2011) ISBN 978-981-4260-44-2
  5. Malaisie-France, Institut Terjemahan & Baku Malaysia Bhd ISBN 978-967-430-264-1
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