We had our beginnings as a small start-up supplying coffee powder to coffee shops around the island. As business grew, Hui Yee Coffee moved into coffee roasting and through much trial and error, we developed our own unique methodology for this. Through the incorporation of this process in-house, we were able achieve a high standard of quality and consistency that has been much appreciated by our customers. Even today, we continually refine our processes and develop new recipes so that we are able to offer our customers a better and wider range of products.
In 2002, we were awarded the ISO 9001 certification as well as HACCP. In Singapore, we are the first to achieve the ISO HACCP certification among our peers. This serves as a reassurance to our customers that quality can never be compromised at Hui Yee. In 2001, we have also moved into a more service-based model for our business. We started supplying coffee brewing machines and espresso machines to coffee shops and cafes. This has helped us capture a larger share of the market as well as help our customers develop more Avenues for sales.
In 2003, we moved into the retail market and developed the brand Cuppa Choice. Under this brand, we have 3 ranges of products to cater to different palates.