Kee Song’s new farm enables larger market share

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Kee Song’s new farm in Yong Peng, Malaysia enables the Singaporean company to eye a larger market share. The automated farm “produces around 3.6 million birds per year, all exported to Singapore. From a 13-15% of market share, we’re eyeing 18-20%. Consumer demand post-pandemic is more towards healthy food, which has been our main message. We are aiming for a wider market with ready-to-cook and ready-to-eat, plus health products like our collagen soup and chicken essence,” Group CEO Ong Kian San told Asian Agribiz.

Joint-Editor, Asian Meat Magazine and Meat Insider, Kuala Lumpur, Malaysia. Rajeswari (Rush) analysed how the meat sector innovated itself via multiple ways in 'Sustainability, health drive the new Asian consumer’.