Established more than 30 years ago, SōngHè is a trusted homegrown brand that offers quality-assured products for the everyday Singaporean. From hawker stalls and 
restaurants to supermarkets and households, the brand works diligently to ensure that pantries are well-stocked with quality cooking staples.
Voted &amp; awarded ‘Most Trusted Brand (Rice Category)’ by consumers from 2010 to 2020, SōngHè has become and still remains as one of Singapore’s most beloved brands—being voted and awarded ‘Influential Brand’ in 2015 and 2019.
As it actively participates in giving back to the people, SōngHè hopes to continue 
contributing to building a healthier community and maintaining a sustainable food culture for the generation of today and tomorrow.
Rice is an important staple for Asians. At Tong Seng Produce Pte Ltd, we respect the sanctity of meals where social bonds and kinship are nurtured. This drives our conviction to provide the finest quality rice for the best dining memories.
Tong Seng Produce Pte Ltd was established in June 1990 with rice as our core product. Despite a humble start, a team who believed in building their own brand, “SONGHE” was gathered and produced the first sales catalogue in-house.&nbsp; With limited resources, the team walked the ground and called on provision shops door-to-door to introduce this new entrant to the market. Backed by quality rice products and an exceptional operations team, SongHe gradually gained wide acceptance by the market.
With the increase in demand, the company expanded our sources of rice from Thailand to other rice-producing countries like Vietnam, Cambodia, Japan, Korea, USA, Pakistan and India to offer consumers more varieties at different price points. In recent years, our product offerings were also diversified to include sugar, wheat flour and cooking oil.
We work hard to maintain the consistency of quality for our flagship brand SongHe and the brand has evolved organically to include a humanistic approach.&nbsp; Our mantra of “Good Man, Good Deeds, Good Rice” has gained a foothold in many hearts and encouraged more people to do good.
In these 25 years, Tong Seng Produce Pte Ltd continually sets new benchmarks in our quality requirements with consumers’ welfare as one of our major considerations.
In our visits to overseas counterparts, we discovered that a chilled warehouse can replace the traditional method of chemical fumigation to prevent rice weevils growth. Dedicated to letting our customers consume our rice with peace of mind, the management invested heavily to build a chilled warehouse when we relocated to our current premises in Senoko South. Till today, Tong Seng Produce Pte Ltd chilled warehouse is Singapore’s first and only one.
Tong Seng Produce Pte Ltd firmly believes that the rice business should be run with a conscience and we will continue to offer the best quality rice and products.

A Brand of Singapore. “Good Man, Good Deeds, Good Rice" Est. in 1990

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