Ayam Brand

Ayam Brand or Ayam is a food company based in Singapore.

The production is yearly over 60 million cans and employs around 1000 workers, staff and managers. The main products are canned fish (sardines, mackerel, tuna), Asian ingredients (coconut, Asian sauces and pastes), fruit and vegetable (especially baked beans)

A 2007 consumer survey done by Synovate ranked Ayam Brand among the first 200 consumer brands in Asia, ahead of reputable names such as Nissan, L’Oréal, Heinz or American Express. (Ayam Brand was ranked 179th for the year 2007).

History
Alfred Clouet , a French citizen, founded Ayam Brand in 1892 in Singapore, which was at this time part of British Malaya. The business focused on supplying food for colonial staff and along with building materials. The food brand was created to be a seal of quality as canned food was then regarded as a luxury, unaccessible to the common man on the street. Clouet took on a local word for the name of the brand, making the branding indigenous to the region.

In 1954, the company was taken over by the Denis Frères Group of Companies. 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. The sole owner of Ayam Brand is a company called Ayam S.A.R.L.

Very active in Malaya on the nineteenth and first half of the twentieth centuries, the brand only expanded out of its historical boundaries after the fifties. Ayam Brand is a brand leader in specific Asian markets such as Malaysia, Singapore, Brunei, Thailand, Indonesia, Hong Kong for mass market products like sardines, tuna, coconut or baked beans, while Ayam is a brand for cooking ingredients in Asian cuisine markets like Australia, New Zealand, France or United Kingdom.