Founded in Singapore, initially focused on high - end catering services, serving government and corporate clients as well as private banquets.

A five-star hotel in Singapore hosted a Peranakan Food Promotion for its VIP clientele, and Chef Joe was specially invited to curate the menu and showcase his culinary expertise.

The company shifted its focus to a more niche market by emphasizing the production of Peranakan and traditional-flavored food sauces, while also pivoting toward B2B clients like hotels, clubs, and caterers. This strategic transformation enabled the company to establish a unique presence in the market, particularly appealing to consumers who value distinct Peranakan and traditional flavors.
By highlighting and leveraging these unique offerings, the company could effectively differentiate itself and attract a specific customer base. This positioning strategy involves understanding the needs of the target audience, emphasizing unique brand attributes, and crafting a positioning statement.

The facility has a SFA licence for Central Kitchen for Preparation of Cooked Food, Pastes and Sauces, Pastries, Desserts and Light Meals, is ISO 22000:2018 certified by SOCOTEC and holds a Halal Certificate under the Product Certification Scheme issued by Singapore MUIS.

Launched the "Lesser- Salt and Small - Portion" series, covering 80 products, with 60% of them being Halal - certified. This series has become the first choice for Southeast Asian home kitchens, continuing the chef's original intention of "allowing every family to easily recreate star - level flavors".