Type Private Limited Founded 1892 Number of employees 1,000 | Founder Alfred Clouet Motto "It's a matter of taste" | |
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Area served Singapore, Malaysia, Thailand, Brunei, Indonesia, Hong Kong, Japan, China, Australia, New Zealand, India, France, Sweden, Portugal, United Kingdom & Vietnam Key people Ting Seng Hee, Fabien Alexandre Reyjal Products | ||
Sardines in tomato sauce
Ayam Brand or Ayam is a prepared food company based in Singapore.
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Ayam Brand produces over 60 million cans of food annually and employs around 1,000 persons. Its main products are canned fish (sardines, mackerel, tuna), Asian ingredients (coconut, Asian sauces and pastes), and canned fruits and vegetables, especially baked beans.
A 2007 consumer survey done by Synovate ranked Ayam Brand 197th among consumer brands in Asia, ahead of such reputable names such as Nissan, L'Oréal, Heinz, or American Express.
Ayam brand sardines secret fresh tasty
History
Alfred Clouet, a French citizen, founded Ayam Brand in 1892 in Singapore, which was at this time part of British Malaya. The business focused on supplying food for colonial staff and along with 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 common man on the street. 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).
In 1954, the company was taken over by the Denis Frères Group of Companies. 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 on the nineteenth and first half of the twentieth 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, Hong Kong for mass market products like sardines, tuna, coconut or baked beans, while Ayam is a brand for cooking ingredients in Asian cuisine markets like Australia, New Zealand, France, and the United Kingdom.