Rice is a staple found on millions of tables every day, yet few stop to consider the systems and partnerships required to keep that supply consistent. For more than 35 years, Tong Seng Produce has worked largely behind the scenes, supporting Singapore’s food ecosystem with reliable rice supply across the retail, food service, and institutional sectors.

Founded in 1990 as a family-run distribution business, Tong Seng Produce built its reputation through a simple principle: never compromise on quality. In its early years, relationships were built directly with suppliers and customers, establishing trust through consistency and dependable delivery. Over time, the company expanded beyond distribution, developing sourcing networks across 11 countries worldwide, including Australia, Cambodia, China, India, Japan, Myanmar, Pakistan, Taiwan, Thailand, the United States and Vietnam.

Serving a wide customer base

Today, Tong Seng Produce’s reach extends beyond Singapore, exporting to markets such as Australia, Bangladesh, Barbados, Brunei, Indonesia, Malaysia and the Maldives. This diversified sourcing and distribution network allows the company to provide a wide range of rice varieties tailored to different cuisines, operational requirements and large-scale food environments.

As global supply chains grew more complex, the company began strengthening control upstream. Investments in rice milling operations in Cambodia enabled closer oversight of production and quality standards, helping ensure long-term supply stability for partners who depend on consistency at scale.

Continuing a proud tradition

Now led by second-generation Managing Director Jerry Ng, Tong Seng Produce continues to evolve while remaining grounded in the values established by its founder. Today, the business is supported by six second-generation members of the Ng family, each overseeing different areas of the organization, reflecting a collaborative leadership approach that balances heritage with continued growth.

Rather than operating as a single-brand supplier, Tong Seng Produce offers a wide range of rice varieties sourced from multiple origins, enabling the company to support diverse cuisines and operational needs across its extensive portfolio of brands. Its flagship brand, SōngHè, is widely recognized for Thai Hom Mali fragrant rice and has become a familiar name across Singapore and the region.

Building strong partnerships

For its partnership with SATS, selected brands including SōngHè, Golden Rice Box and Red TSP are supplied to meet specific operational and performance requirements. Golden Rice Box features premium Cambodian jasmine rice recognized internationally as “World’s Best Rice,” while Red TSP supports bulk and food service applications. Together, these offerings support large-scale catering environments, including aviation and military sectors.

Among these partnerships, the company’s collaboration with SATS represents a shared commitment to operational excellence. In aviation catering, where meals are produced at scale under strict timelines, consistency in grain quality and cooking performance is essential. By working closely with SATS to understand operational requirements, Tong Seng Produce supports large-scale meal production with rice solutions designed for reliability and performance.

“As a company that has grown alongside Singapore’s food industry, we understand that trust is built over time through consistency and accountability,” Ng says. “Our goal is not simply to supply rice, but to be a dependable partner that supports our customers’ operations every day.”

Looking ahead, Tong Seng Produce continues to strengthen regional partnerships while investing in capability and responsible growth. Even as the industry evolves, the company’s role remains unchanged – ensuring that one of Asia’s most essential staples continues to reach tables reliably, across Singapore and beyond.