Advance Sincere began with delivering the freshest frozen seafood to hotels. We set out to ensure that our seafood products were top-quality and dependable, and we quickly earned a reputation for excellence in the hospitality industry. As we grew, it became clear as we expanded that our clients desired more variety. After giving it some thought, we added delicatessen-quality sausages and chicken squares to our lineup of products. This move was driven by direct requests from our hotel partners and proved to be a successful step forward.
Noticing a growing interest in Western culinary products, we decided to broaden our offerings even further. We started importing pasta, olive oil, canned tomatoes and dairy products. This strategic shift allowed us to cater to a more diverse market and stay ahead of industry trends. From then to 2019, we took advantage of our success with dairy to enter the bakery segment. Our new line of bakery products, including breads and pastries, was well-received and added another dimension to our business.
Then came 2020, a year that brought unforeseen challenges. With the pandemic impacting our food service operations, we switched to the B2C market. We began supplying to retail markets and hypermarkets, and even started offering essential items like face masks, hand sanitizers, and surface sanitizers during the Movement Control Order (MCO). As restrictions began to loosen and dine-in services resumed under new safety regulations, we were ready to get back into the B2B food service sector. We resumed our operations with enhanced safety measures, ready to meet the needs of our hotel and restaurant partners.
We reached a significant milestone in 2021 by obtaining our Halal Certification (MS 1500 1 004-07/2021), demonstrating our dedication to meeting Halal standards and upholding the highest quality in our products.
In 2022, we took another significant step by opening a new branch office in Penang. This expansion has been a key milestone, allowing us to better serve our customers and grow our presence in the region.
Our journey so far has been one of growth, adaptation, and innovation. We’re excited about the future and look forward to continuing our commitment to quality and service as we move forward.
