To allow our consumers to eat with a peace of mind
To promote and spread the culture of eating rice to future generations
To be Singapore’s Number One leading Rice importer and distributor, and to provide an integrated warehousing storage services for quality rice keeping.
Rice is an important staple for Asians. At Tong Seng Produce Pte Ltd, we respect the sanctity of meals where social bonds and kinship are nurtured. This drives our conviction to provide the finest quality rice for the best dining memories.
Tong Seng Produce Pte Ltd was established in June 1990 with rice as our core product. Despite a humble start, a team who believed in building their own brand, “SONGHE” was gathered and produced the first sales catalogue in-house. With limited resources, the team walked the ground and called on provision shops door-to-door to introduce this new entrant to the market. Backed by quality rice products and an exceptional operations team, SongHe gradually gained wide acceptance by the market.
With the increase in demand, the company expanded our sources of rice from Thailand to other rice-producing countries like Vietnam, Cambodia, Japan, Korea, USA, Pakistan and India to offer consumers more varieties at different price points. In recent years, our product offerings were also diversified to include sugar, wheat flour and cooking oil.
We work hard to maintain the consistency of quality for our flagship brand SongHe and the brand has evolved organically to include a humanistic approach. Our mantra of “Good Man, Good Deeds, Good Rice” has gained a foothold in many hearts and encouraged more people to do good.
In these 25 years, Tong Seng Produce Pte Ltd continually sets new benchmarks in our quality requirements with consumers’ welfare as one of our major considerations.
In our visits to overseas counterparts, we discovered that a chilled warehouse can replace the traditional method of chemical fumigation to prevent rice weevils growth. Dedicated to letting our customers consume our rice with peace of mind, the management invested heavily to build a chilled warehouse when we relocated to our current premises in Senoko South. Till today, Tong Seng Produce Pte Ltd chilled warehouse is Singapore’s first and only one.
Tong Seng Produce Pte Ltd firmly believes that the rice business should be run with a conscience and we will continue to offer the best quality rice and products.
Established more than 30 years ago, SōngHè is a trusted homegrown brand that offers
quality-assured products for the everyday Singaporean. From hawker stalls and
restaurants to supermarkets and households, the brand works diligently to ensure that
pantries are well-stocked with quality cooking staples.
Voted & awarded ‘Most Trusted Brand (Rice Category)’ by consumers from 2010 to 2020,
SōngHè has become and still remains as one of Singapore’s most beloved brands—being
voted and awarded ‘Influential Brand’ in 2015 and 2019.
As it actively participates in giving back to the people, SōngHè hopes to continue
contributing to building a healthier community and maintaining a sustainable food culture for the generation of today and tomorrow.
In 2006, Tong Seng Produce Pte Ltd came together twice with the students and staff of National University of Singapore to set a record for a social cause.
For each crane folded during both events, we pledged to donate 50 cents to charity. In addition, for every paper crane folded during the pre-event activities, 100g (one bowl) of rice was donated. A grand total of 20 000 bowls of rice and $10 000 in cash were given to our beneficiaries, amongst whom included The Singapore Autism Society and Singapore Red Cross.
In 2015, we partnered with LianHe WanBao ( 联合晚报), a Singapore Print Media, to feature heartwarming stories of the public who have put in effort to help people in need and who are continuously volunteering in organisations to improve the quality of lives of the less fortunate.
Since the last quarter of 2019, we have embarked on evolving our brand DNA, progressively pushing our boundaries. This time the theme is 好人好事圆好梦 (accidentally deleted a chinese character here!) which means to ‘Fulfil someone’s dream with your good act’. This campaign began in Nov 2019 and will end in April 2020. Every week, we select and publish an article that reflects a good act in LianHe WanBao. The management carefully pick the article that touches them the most and make a donation to a designated charity organisation in support of such good acts.
With this campaign, Tong Seng donates not only Rice and Oil, but goes a step further to form a committee that liaises with the designated charity homes to understand their needs. Many nursing homes have requested for wheelchairs, commode chairs and other medical devices. For the first 4 months of the campaign, we take pride that SongHe has donated to 10 nursing homes all over Singapore, and we hope to reach out to even more.
In Feb/Mar 2020, as COVID-19 becomes a central issue, the main Chinese media in Singapore, LianHe Zaobao has approached SongHe to sponsor a 10-part article to document the good deeds among the community.
We were approached by the editorial team for this sponsorship due to our distinctive SongHe brand DNA: Good Man, Good Deeds. This shows that our effort to live and share goodness over the years has been an inspiration to many and we hope, continue to inspire many others to be a good man, doing good deeds.
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