About Us

THE SFS STORY

With 30 years of expertise in frozen food trading, Standard Food Solutions has grown from a local pioneer to a trusted business partner that sources and distributes a wide range of products including live and frozen seafood, poultry, meat, processed food, seasoning, dairy products, and pastry, condiments, fruits, and other essential Food & Beverage goods to partners in the Southern Region of Malaysia.

We are not looking to provide just food supplies. For your convenience, we provide facilities and services that would also help you save on logistical costs. We are dedicated to providing solutions for you so that you need not look elsewhere for what you need.

We let you know the benchmarks to hit, and the ways to raise standards when running your Food & Beverage business or establishment. What we bring to plate are insights from our extensive years in the industry, and professional consultation.

our SERVICES

Trading & Distribution

As the sole distributor of several household brands such as Dutch Lady, we specialise in trading of high-quality food items, with vast experience in import & export procedures.
Halal Food Manufacturing (OEM)

Our manufactured food items are are certified Halal by JAKIM. Our premises that include warehouses, logistics and manufacturing facilities are also looking to be certified Halal for your assurance.
Cold Chain Warehousing & Logistics

We provide warehousing services and offer logistic services to deliver cold chain products right to your doorstep.
Business Consultation

With the aim of “Raising Standards” and our core value, “People-first services” in mind, we welcome Food & Beverage industry players and business owners to speak with us so that we can find ways to best assist you.

We look forward to working with brands new and old as a strategic partner. Through knowledge sharing and long-term collaboration, we seek to improve and build sustainable businesses with you.

THE SFS TEAM

“You are what you eat.” We take this concept to heart and strongly believe that the products we put in your cart will define your business and wellbeing of our consumers.

That is why, Standard Food Solutions puts quality first in all we do. Whether it be the imported King Crab that would find its way to grand dining halls, or dairy products that would fill the pots of humble abodes, we provide with the utmost care. Products are always selected with care to ensure that they adhere to strict quality checks and hygiene standards, with consideration for the environment.

A Family Dedicated to STANDARD Food Solutions

In 2010, Mr. Tan was joined by his son, Tan Shinn Liang who returned home after completing his studies in the United States. Within six years, Shinn Liang had assumed key leadership responsibilities within the company. In 2016, the father & son duo was joined by Tan Shinn Jye, who also joined the family business after spending 4 years in an American-based freight forwarding company. Together, they founded the company we now know as Standard Food Solutions Sdn Bhd. In 2020, the siblings also co-founded Shinn Grocer, which specialises in e-commerce.

Shinn Liang and Shinn Jye graduated with Bachelor of Science in Biotechnology from the State University of New York at Buffalo (2010), and Bachelor of Science in Supply Chain Management from the Arizona State of University (2014), respectively.

QUOTES FROM OUR MANAGEMENT TEAM

GOOD FOOD, BETTER LIVING

"Innovation is an important key to success. That is why we at SFS are constantly finding good brands and better distributors to provide better food products for our customers over time. As I believe that good food would lead to better living for everyone, it is my hope that we could contribute food of great quality to raise the living standards in Southern Malaysia.

The most important value that I live by in all my years of experience in this industry is to provide good service and maintain good relationships with our customers. Beyond just sourcing food items, I try my best to share the knowledge I have gained from experience and observations of the market and industry with our business partners.

There are a lot of new things to learn when navigating a tough business industry such as the F&B market. So, my advice for the younger generation is this: never be too shy to ask questions. It may seem trivial, but just like innovation; it is a small step in the direction towards success."

Tan Hee Kuang | Founder & Corporate Advisor
IN PURSUIT OF THE BEST

"The F&B industry requires a lot of sacrifices in the pursuit of providing the best service and solutions for customers. Never be afraid of being too late; with the right heart and by taking one step at a time, we will be able to go far for a long term. It is my hope that SFS would be a responsible company that gives confidence to its clients as a source of safe and high-quality food products. Despite being a small company, we hope to contribute as much as we can towards the conservation of the environment by focusing on sustainable products."

Tan Shinn Liang | Managing Director
BRAVERY, PASSION, DETERMINATION

“Embrace the difficulties that come our way. In both work and life, be brave but cautious, be passionate and be determined. For my life to be truly lived, I strive for the best in every single aspect."

Tan Shinn Jye | Business Development Director

our CORE VALUES

What we believe in

People-oriented services

In the business of putting food on the table for not just partners and employees, but also consumers nationwide, we listen, learn, and work vigorously in order to serve them better, as a trusted and reliable food solutions provider.
Entrepreneurship

We encourage the exchange and creation of new ideas as we continue the Standard Solutions story after 30 long years. It is through innovation and risk-taking that we have been able to source for over thousands of products internationally for our partners.
Curiosity

Asking questions is a habit we instil within our organisation and also bring into our conversations with partners, so that we could provide relevant advice and keep up with the trends within the industry.

Hunter's Instinct

The hunt for goods that are safe, high-quality and in demand is always on. As a market leader, we continue to keep a lookout for potential within the industry as well as products and services that surpass what our competitors offer.
Teamwork

To manage a vast network of supplies and the effective distribution of products, consistent teamwork is required. We move faster and further together, never alone.
Corporate Social Responsibilities

It is our hope that our products and services would leave a positive impact on the society and environment. Corporate social responsibilities remain essential in the decision we make for ourselves and our partners.