30 Jun '18, 11am

The story of Ayam Brand, set up in Singapore by a Frenchman, and how it got its name

Ayam Brand products are a staple in kitchens throughout Southeast Asia, but few of the people who grew up being nourished by the contents of the company’s colourful cans bearing a proud red rooster will be aware of its connections to France. One in every two homes in Singapore, Malaysia and Brunei has Ayam products in its kitchen at any given time, according to Denis Group, the family-run enterprise that took over the Singaporean company in 1954. And the home cooks who rely on the company’s affordable foodstuffs have a Frenchman named Alfred Clouet to thank for all those canned sardines, tuna, mackerel, baked beans, coconut milk and so much more. Little was known about the history of Ayam Brand, the current name of a company originally founded in Singapore in 1892, or the life of Clouet, thought to have served as an army officer, until his story was uncovered by historians...

Full article: http://www.scmp.com/lifestyle/food-drink/article/2153039/...

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