Xie Chun Trading Pte Ltd (XCT)

Our company was established in June 1984 to import fresh dairy products (butter, milk, yoghurt, fresh cream, and cottage cheese) from Australia for distribution in Singapore and the neighbouring regions.

Subsequently, we expanded our dairy range to include more cheeses. We also increased our product range to include chilled meat (beef, lamb, pork and venison), pastry products (pizza bases, garlic bread, flatbread), spreads (margarine, garlic butter), and crispbreads/biscuits.

Our fresh dairy and meat products are airfreighted in daily and weekly respectively, to ensure that the products we supply to be sold in Singapore are as fresh as those available in Australia.

Some of our customers have included: supermarkets, retail outlets (e.g. butcheries, mini-marts, and health food stores), hotels, restaurants, fast food chains, catering companies (including airline catering), ship chandlers, foodservice companies as well as those in the baking industry.

Our Facilities

Our company was one of the first to adopt a chiller truck distribution system, in line with the Cold Chain Handling Management System Requirements, to ensure product quality for our customers. This includes our fleet of seven refrigerated trucks.

Additionally, we have a number of cold rooms with chiller and freezer facilities (two cold rooms on-site and four cold rooms off-site), all approved by AVA Singapore.

Founder & Management

Our company was started by the late Harry Chung, who had many years of experience in the dairy and meat business. He started his career in Fitzpatrick’s supermarket in the 1940s as a butcher, and eventually retired in 1982 as the Merchandising Controller.

After retiring, he was persuaded to leverage his expertise to act as Marketing Consultant for a number of companies overseas. In 1982, he set up Harry Chung Company, which consulted for leading companies such as Goodman Fielders (Meadow Lea and Praise Margarine), Lamb Weston (French fries), SCAN (Swedish pork), Watsonia (Australian pork), Bonlac (dairy), Sara Lee Cakes, and Tiger Cheese.

Our Managing Director Chung Suan Lim is responsible for the business strategy, development planning, sales and marketing for the Company. He graduated from the National University of Singapore in 1978 and worked in advertising from 1978 to 1981 with Ogilvy & Mather, before moving into Marketing and Product Management with Kiwi Nicholas (S.E. Asia) from 1981 to 1983.

Miss Lena Chung, our Operations Director, graduated from the National University of Singapore in 1974 with a Bachelor of Science (Honours in Physics). She heads the logistics and warehousing operations for our company, which include ordering and delivery of stocks, and planning of cargo clearance activities for our incoming shipments.