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{{Short description|Singaporean multinational food company}}
{{Infobox company
{{Infobox company
| name = Ayam Brand
| name = Ayam Brand
| logo = Ayam Brand logo.svg
| logo = Ayam Brand logo.svg
| image =
| type = [[Private company|Private Limited]]
| image_size =
| image_caption =
| type = [[Private company|Private]]
| founder = Alfred Clouet
| founder = Alfred Clouet
| foundation = {{Start date and age|df=yes|1892}}
| foundation = {{Start date and age|df=yes|1892}}
| location_country = [[Singapore]]
| location_country =
| location = [[Singapore]]
| location = 21 Tagore Lane, Singapore 787479
| locations =
| locations =
| area_served = [[Singapore]], [[Malaysia]], [[Thailand]], [[Brunei]], [[Indonesia]], [[Hong Kong]], [[Macau]], [[Japan]], [[China]], [[Australia]], [[Sri Lanka]], [[Philippines]], [[Netherlands]], [[New Zealand]], [[India]], [[France]], [[Sweden]], [[Cambodia]], [[Belgium]], [[Portugal]], [[United Kingdom]] & [[Vietnam]]
| area_served = Worldwide
| key_people =
| key_people = Ting Seng Hee, Fabien Alexandre Reyjal<small></small>
| industry = [[Food processing]]
| industry = [[Food processing]]
| products = [[Sardine]]s, [[mackerel]], [[tuna]], [[coconut]], Asian sauces and pastes, [[fruit]]s, [[vegetable]]s, [[baked beans]]
| products = [[Sardine]]s, [[mackerel]], [[tuna]], [[coconut]], Asian sauces and pastes, [[fruit]]s, [[vegetable]]s, [[baked beans]]
Line 21: Line 19:
| assets =
| assets =
| equity =
| equity =
| owner = Clouet Trading Pte. Ltd
| owner = Ayam S.A.R.L.
| num_employees = 1,000+
| num_employees = 1,000+
| parent = Denis Frères Group of Companies
| divisions =
| divisions =
| subsid =
| subsid =
| homepage = {{url|ayambrand.com.sg}}
| homepage = [http://www.ayambrand.com/ www.ayambrand.com]
| footnotes =
| footnotes =
}}
}}


'''Ayam Brand''', sometimes simply known as '''Ayam''', is a [[Singaporean]] multinational food conglomerate that specialises in prepared foods, including seafood, canned fish ([[sardines as food|sardines]], [[mackerel as food|mackerel]], [[tuna#As food|tuna]]) and canned vegetables, especially baked beans. Ayam's product range focuses on [[Singaporean cuisine]].<ref name="Range">{{cite web |title=Our Product Range (Singapore) |url=https://www.ayambrand.com.sg/index.php/our-range |website=Ayum Brand |access-date=4 June 2021}}</ref>
'''Ayam Brand''' (simply known as '''Ayam''') is a [[Singaporean]] multinational food company, specialising in prepared foods, including seafood, canned fish ([[sardines as food|sardines]], [[mackerel as food|mackerel]], [[tuna#As food|tuna]]) and canned vegetables, especially baked beans. Ayam's product offerings vary by country.<ref name="Range">{{cite web |title=Our Product Range (Singapore) |url=https://www.ayambrand.com.sg/index.php/our-range |website=Ayum Brand |access-date=4 June 2021}}</ref> The sole owner of Ayam Brand is a company called Ayam S.A.R.L.

Ayam Brand produces over 60 million cans of food annually and employs around 1,000 people.


==History==
==History==
Alfred Clouet, a [[French Third Republic|French]] citizen, founded Ayam Brand in 1892 in Singapore, which at that time was a [[Straits Settlements|part]] of [[British Malaya]]. The business focused on supplying food for colonial staff. They also produced building materials. At that historic era, the food brand was created to be a seal of quality, as [[canned food]] was then regarded as a luxury, inaccessible to the general public. Clouet used a rooster as the logo of the brand; it was a [[Gallic rooster|symbol of his home country]]. The brand name was generated by local traders and consumers, as they started referring to the canned sardines or salmon as Ayam Brand (''ayam'' being the [[Malay language|Malay]] word for 'chicken' or 'rooster').<ref name=Douvert2013 /><ref>{{cite book|title=The French in Singapore (1819-today)|first=Maxime|last1=Pilon|first2=Danièle|last2=Weiler|publisher=Edition Didier Millet Pte Ltd|location=Singapore|year=2011|ISBN=978-981-4260-44-2|page=88}}</ref><ref>{{Cite web|last=|first=|date=30 June 2018|title=How a symbol of France ended up on the cans of Asia's Ayam Brand|url=https://www.scmp.com/lifestyle/food-drink/article/2153039/story-ayam-brand-set-singapore-frenchman-and-how-it-got-its|url-status=live|archive-url=https://web.archive.org/web/20180630110511/http://www.scmp.com/lifestyle/food-drink/article/2153039/story-ayam-brand-set-singapore-frenchman-and-how-it-got-its |archive-date=2018-06-30 |access-date=20 September 2020|website=[[South China Morning Post]]|language=en}}</ref>
===Founder===
Ayam Brand was founded in Singapore in 1892 by a man named Alfred Clouet, when the country was then the capital of the [[Straits Settlements]]. Clouet was initially from France, and had left his birth country at the age of 23 to join his pregnant wife in New York City. However, his wife soon died, and he eventually decided to move to Singapore in 1891 for a new life. His first job in Singapore was running a trading company specialising in cigars.


⚫
In 1954, the company was taken over by the Denis Frères Group of Companies.<ref>Commerce et colonisation en Indochine (1860-1945): Les maisons de commerce françaises, un siècle d'aventure humaine Les Indes Savantes {{ISBN|2-84654-063-2}}<!-- Bot generated title --></ref><ref>The French in Singapore (1819-today), Edition Didier Millet Pte Ltd (2011) {{ISBN|978-981-4260-44-2}}</ref> The name of the founder can still be found in some distribution company names: A.Clouet & Co. (KL) Sdn. Bhd. For Malaysia, Clouet Trading Pte. Ltd. for Singapore or A. Clouet (Australia) Pty. Ltd. for [[Australia]] – [[New Zealand]].
Initially, Clouet decided to focus on importing [[Perfume|perfumes]] and [[wines]], and registered a firm called A. Clouet & Co, in 1892. Clouet soon had business addresses throughout the [[Downtown Core]] district of Singapore, such as [[Raffles Place]] and Wallich Street. However, sales were lackluster, and so Clouet decided to move into [[canned food]]s.<ref name="AyamBrandSG"/>


Active in Malaya in the 19th and first half of the 20th centuries, the brand expanded out of its historical boundaries after the 1950s. Ayam Brand is a brand leader in specific Asian markets such as Malaysia, Singapore, Brunei, Thailand, Indonesia and Hong Kong for mass market products such as sardines, tuna, coconut or baked beans, while it is centred around Asian cuisine in Australia, [[New Zealand]], [[France]], and the [[United Kingdom]].<ref name=Douvert2013>{{cite book |last1=Dovert |first1=Stéphane |title=Malaisie-France |date=2013 |publisher=Institut Terjemahan & Buku Malaysia |isbn=9789674302641 |url=https://books.google.com/books?id=pttHngEACAAJ |access-date=4 June 2021 |language=fr}}</ref>
===Early years===
The business at the time also produced building materials. The food brand was created to be a seal of quality, as during the era before [[refrigeration]] canned food was regarded as a luxury. Clouet took the [[gallic rooster]] for the logo of the brand. The brand name was self generated by local traders and consumers, as they started referring to the canned sardines or salmon informally as the "Ayam brand" (''ayam'' being used in local [[Singlish vocabulary|Singlish parlance]] to refer to 'chicken' or 'rooster' by [[Singaporeans]] from all backgrounds).<ref name="AyamBrandSG">{{Cite web|last=|first=|date=30 June 2018|title=The story of Ayam Brand, set up in Singapore by a Frenchman, and how it got its name |url=https://www.scmp.com/lifestyle/food-drink/article/2153039/story-ayam-brand-set-singapore-frenchman-and-how-it-got-its|url-status=live|archive-url=|archive-date=|access-date=20 September 2020|website=[[South China Morning Post]]|language=en}}</ref><ref name="o:1819">The French in Singapore (1819–today), Edition Didier Millet Pte Ltd (2011) {{ISBN|978-981-4260-44-2}}</ref>

===20th century===
⚫
Clouet died at the age of 83 in 1949. In 1954, the company was bought over by the Denis Frères Group of Companies.<ref name="o:1819"/><ref>Commerce et colonisation en Indochine (1860-1945): Les maisons de commerce françaises, un siècle d'aventure humaine Les Indes Savantes {{ISBN|2-84654-063-2}}<!-- Bot generated title --></ref> Ever since the late 20th century, the company has grown exponentially, becoming a widely known canned food brand beyond Singapore. The company's headquarters are located at 21 Tagore Lane, within the [[Ang Mo Kio]] district of Singapore. His name can still be found within the company, examples include its official name, "Clouet Trading Pte. Ltd".

In 2015, the company unveiled six limited edition "SG50" sardine cans to commemorate Singapore's [[golden jubilee]] since its independence.<ref>{{cite web |title=Ayam Brand unveils six limited edition SG50 sardine cans |url=https://www.straitstimes.com/singapore/ayam-brand-unveils-six-limited-edition-sg50-sardine-cans |website=straitstimes.com |publisher=[[The Straits Times]] |access-date=17 September 2021 |date=2 February 2015}}</ref>


==References==
==References==
Line 51: Line 41:


==External links==
==External links==
* [http://www.ayambrand.com.sg/ Official website]
* [http://www.ayambrand.com/ Official website]

{{portalbar|Singapore|Companies}}
{{Authority control}}
[[Category:Canned food]]
[[Category:Canned food]]
[[Category:Food and drink companies established in 1892]]
[[Category:Food and drink companies established in 1892]]
[[Category:Food manufacturers of Singapore]]
[[Category:Food manufacturers of Singapore]]
[[Category:Multinational food companies]]
[[Category:Singaporean brands]]
[[Category:Singaporean brands]]
[[Category:1892 establishments in Singapore]]
[[Category:1892 establishments in Singapore]]
[[Category:Companies of Singapore]]

Revision as of 03:03, 21 September 2023

Ayam Brand
Company typePrivate Limited
IndustryFood processing
Founded1892; 133 years ago (1892)
FounderAlfred Clouet
HeadquartersSingapore
Area served
Singapore, Malaysia, Thailand, Brunei, Indonesia, Hong Kong, Macau, Japan, China, Australia, Sri Lanka, Philippines, Netherlands, New Zealand, India, France, Sweden, Cambodia, Belgium, Portugal, United Kingdom & Vietnam
Key people
Ting Seng Hee, Fabien Alexandre Reyjal
ProductsSardines, mackerel, tuna, coconut, Asian sauces and pastes, fruits, vegetables, baked beans
OwnerAyam S.A.R.L.
Number of employees
1,000+
ParentDenis Frères Group of Companies
Websitewww.ayambrand.com

Ayam Brand (simply known as Ayam) is a Singaporean multinational food company, specialising in prepared foods, including seafood, canned fish (sardines, mackerel, tuna) and canned vegetables, especially baked beans. Ayam's product offerings vary by country.[1] The sole owner of Ayam Brand is a company called Ayam S.A.R.L.

History

Alfred Clouet, a French citizen, founded Ayam Brand in 1892 in Singapore, which at that time was a part of British Malaya. The business focused on supplying food for colonial staff. They also produced building materials. At that historic era, the food brand was created to be a seal of quality, as canned food was then regarded as a luxury, inaccessible to the general public. Clouet used a rooster as the logo of the brand; it was a symbol of his home country. The brand name was generated by local traders and consumers, as they started referring to the canned sardines or salmon as Ayam Brand (ayam being the Malay word for 'chicken' or 'rooster').[2][3][4]

In 1954, the company was taken over by the Denis Frères Group of Companies.[5][6] The name of the founder can still be found in some distribution company names: A.Clouet & Co. (KL) Sdn. Bhd. For Malaysia, Clouet Trading Pte. Ltd. for Singapore or A. Clouet (Australia) Pty. Ltd. for Australia – New Zealand.

Active in Malaya in the 19th and first half of the 20th centuries, the brand expanded out of its historical boundaries after the 1950s. Ayam Brand is a brand leader in specific Asian markets such as Malaysia, Singapore, Brunei, Thailand, Indonesia and Hong Kong for mass market products such as sardines, tuna, coconut or baked beans, while it is centred around Asian cuisine in Australia, New Zealand, France, and the United Kingdom.[2]

References

  1. ^ "Our Product Range (Singapore)". Ayum Brand. Retrieved 4 June 2021.
  2. ^ a b Dovert, Stéphane (2013). Malaisie-France (in French). Institut Terjemahan & Buku Malaysia. ISBN 9789674302641. Retrieved 4 June 2021.
  3. ^ Pilon, Maxime; Weiler, Danièle (2011). The French in Singapore (1819-today). Singapore: Edition Didier Millet Pte Ltd. p. 88. ISBN 978-981-4260-44-2.
  4. ^ "How a symbol of France ended up on the cans of Asia's Ayam Brand". South China Morning Post. 30 June 2018. Archived from the original on 2018-06-30. Retrieved 20 September 2020.
  5. ^ Commerce et colonisation en Indochine (1860-1945): Les maisons de commerce françaises, un siècle d'aventure humaine Les Indes Savantes ISBN 2-84654-063-2
  6. ^ The French in Singapore (1819-today), Edition Didier Millet Pte Ltd (2011) ISBN 978-981-4260-44-2
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