Our Corporate Mission

Delivering the best with responsibility

We would like to infuse a new holistic vision into this traditional business. The business should extend beyond mere marketing of a basic commodity, to promoting a Singapore food heritage.

Our Managing Director, Mr Goh Hock Wah, boldly envisioned that in any part of the world where there are people, one will be able to enjoy People Bee Hoon Factory’s Chilli Brand rice vermicelli. To work towards this vision, People Bee Hoon Factory intends to do the following:

  • To establish our Chilli Brand internationally, with the aim to advance the tradition of eating of rice vermicelli beyond Singapore.
  • To increase our international market share by distinguishing and marketing our Chilli Brand as a premium quality rice vermicelli products.