With the world’s population becoming more health-conscious
in their diets, going green is more than just a new-age fad –
it has evolved into a global movement.
Hu Lee Impex was born out of this demand to cater
to a growing market of highly discerning consumers who want only
the freshest and best produce for their palates.
Founded by Mr Tan Lam Lee and revitalised with a total corporate
makeover in 1993, the forward-looking Hu Lee Impex is a vast leap
from its predecessor – Hu Lee Trading – a fruits and
vegetables trading firm incorporated in Singapore in 1980.
Leveraging on more than two decades of fruitful
experience in fresh produce trading with neighbouring countries
such as Malaysia, Indonesia, Thailand, Vietnam, China, Taiwan, Korea,
Japan and Australia, Hu Lee Impex is now expanding beyond its traditional
import-export business and actively embarking on strategic partnerships
with farming agents and corporations across Asia, in the hope of
securing vested interests for further overseas expansion.
Hu Lee Impex’s strategic growth is propelled by the beliefs
in actualising this tripartite structure of operations:
To provide a reliable trading platform
for the supply of more than 100 types of fresh produce to
Asia, as well as wholesaling, retailing and direct sales to
consumers within Singapore.
||To showcase the wide variety of quality greens
available at Hu Lee Impex through the pre-packaging and packing
of raw fresh produce directly imported from other countries.
Mass retail markets such as supermarkets, wet markets and chain
outlets are the regular clients.
||To entrench Hu Lee Impex’s professional
image and heighten investor confidence through high-tech processing
of raw fresh produce using state-of-the-art machineries. The
methods and techniques can be customised according to the quality
of products, types of products, buyer requirements, seasonal
aspects and ad-hoc views. Mass retail markets and food stores
are the regular clients.
Behind these ambitious plans to supply the freshest fruits and vegetables
to the region and beyond lie honest-to-goodness values which the
second-generation leaders – Chief Executive Officer Jerry
Tan and Managing Director William Tan – have been adhering
to since they took over the reins from Hu Lee Impex’s founder
Mr Tan Lam Lee. These timeless values are encapsulated in Hu Lee
Impex’s well-established commitment to brand quality, market
credibility, overall stability, organisational efficiency, corporate
and business potential, exceptional shareholder value created and
With the distinctive competitive advantage as an Original Equipment
Manufacturer (OEM), Hu Lee Impex has imported cutting-edge machineries
from Europe since it shifted customisation operations to its 80,000
square feet factory at Chin Bee Avenue with international cold room
standards in October 2006. Ownership of this new headquarters with
state-of-the-art facilities has effectively paved the way for Hu
Lee Impex to chalk up various certification
accolades and spearhead the burgeoning market segments
of food processing and pre-packaging for companies that only deal
with the supply of raw produce, thereby capitalising on recurrent
and mass market volume and high margins for seasonal products.
With all these factors
of success firmly in place, Hu Lee Impex is set to make its imprints
throughout the world.