In May, Singapore received bad news that all its poultry supplies from Malaysia will stop coming in as its neighbour needs to stabilise chicken price due to domestic supply shortage. Restricted items include live poultry, whole chickens, chilled and frozen chicken parts and chicken-based products such as nuggets, patties, and sausages.
Malaysia is Singapore’s major supplier providing 1/3 of its daily chicken consumption needs. Singapore is now looking at alternative supplies of live and chilled chickens from Indonesia and Thailand. At the same time, Singapore continues to receive constant supply of frozen chickens from distant suppliers in Brazil and the US. But to many consumers and high-end restaurants, frozen chicken is a no good substitute for fresh chicken meat. One brand from Thailand, S-Pure fresh air-chilled chicken hopes to fill in this vacuum.
S-Pure is the No.1 premium chicken brand in Hong Kong and is also the first in the world to be certified Category A by NSF for antibiotic-free farming since its inception. NSF is a US-based product testing, inspection, and certification organisation that protects and improves global human health, and is valued by consumers, manufacturers, retailers and regulatory agencies worldwide. It is GMP-, HACCP-, ISO- and Halal-certified as well.
The brand was introduced to Singaporeans last July after CS Tay Foods Pte Ltd became the only company in Singapore to provide air-chilled Thai chicken.
According to Marc Tay, Executive Director of CS Tay, “Our S-Pure chicken is air-flown weekly from Thailand and has a shelf life of 14 days. That is longer than fresh or thawed frozen chicken which typically has a shelf life of up to 3 days. It is chilled immediately after slaughtering to preserve freshness until it reaches customers. It is never frozen. It stays fresh due to CS Tay Food’s cold chain system and management, as well as its specially designed packaging.”
Tay mentioned that the succulent delicious taste of S-Pure chicken is related to how it is being raised, which is in cage-free conditions on a smart farm. In addition, advanced automation and analytical processes ensure their health and development are monitored and tracked to keep them free of diseases. These chickens are also fed with a controlled grain feed supplemented with probiotics and prebiotics to improve their digestive health, while also providing the best quality and first-class flavour to consumers. S-Pure chickens are raised without antibiotics, growth hormones, or growth promoters.
And that is a strong brand positioning of S-Pure as compared to other chilled or frozen chickens. With the new entry of Indonesian live chickens, S-Pure will continue to have its own followers in the marketplace.
