Ayam Brand
 | This article contains promotional content. (March 2012) |
 | |
| Company type | Private Limited |
|---|---|
| Industry | Food processing |
| Founded | 1892 |
| Founder | Alfred Clouet |
| Headquarters | Singapore |
Area served | Singapore, Malaysia, Thailand, Brunei, Indonesia, Hong Kong, Macau, Japan, China, Australia, Sri Lanka, Philippines, Netherlands, New Zealand, India, France, Sweden, Cambodia, Belgium, Portugal, United Kingdom & Vietnam |
Key people | Ting Seng Hee, Fabien Alexandre Reyjal |
| Products | Sardines, mackerel, tuna, coconut, Asian sauces and pastes, fruits, vegetables, baked beans |
| Owner | Ayam S.A.R.L. |
Number of employees | 1,000+ |
| Parent | Denis Frères Group of Companies |
| Website | www.ayambrand.com |
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 canned vegetables, especially baked beans. Ayam's product offerings vary by country.[1] The sole owner of Ayam Brand is a company called Ayam S.A.R.L.
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 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, a symbol of his home country, 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').[2][3][4]
In 1954, the company was taken over by the Denis Frères Group of Companies.[5][6] 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.
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.[2]
References
- ^ "Our Product Range (Singapore)". Ayum Brand. Retrieved 4 June 2021.
- ^ a b Dovert, Stéphane (2013). Malaisie-France (in French). Institut Terjemahan & Buku Malaysia. ISBN 9789674302641. Retrieved 4 June 2021.
- ^ The French in Singapore (1819-today), Edition Didier Millet Pte Ltd (2011) ISBN 978-981-4260-44-2
- ^ "How a symbol of France ended up on the cans of Asia's Ayam Brand". South China Morning Post. 30 June 2018. Archived from the original on 2018-06-30. Retrieved 20 September 2020.
- ^ 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
- ^ The French in Singapore (1819-today), Edition Didier Millet Pte Ltd (2011) ISBN 978-981-4260-44-2