{"id":1865,"date":"2018-12-03T05:50:00","date_gmt":"2018-12-03T05:50:00","guid":{"rendered":"https:\/\/projs.ifdemo.com\/p15\/TSG\/business\/?p=1865"},"modified":"2025-03-11T06:45:16","modified_gmt":"2025-03-11T06:45:16","slug":"thong-siek-awarded-the-highest-brc-certification-grade-aa-in-the-brc-global-standard-for-food-safety-4","status":"publish","type":"post","link":"https:\/\/www.thongsiek.com\/business\/thong-siek-awarded-the-highest-brc-certification-grade-aa-in-the-brc-global-standard-for-food-safety-4\/","title":{"rendered":"From a kampung shed, how a family fishball empire was built on automation"},"content":{"rendered":"\t\t
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The founders of the DoDo brand, now a household name in Singapore, have transformed the simple and much-loved fish ball into a multimillion dollar enterprise. But is the factory-made version just as good?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Today, the company processes over 15 tonnes of fish meat daily.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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SINGAPORE: It was in a shed behind their kampung house in Changi where the Lim family first made fish balls by hand \u2013 scraping, seasoning, mixing and moulding yellow-tail fish into balls well into the night.<\/p>

Patriarch Lim Boon Chay got into this trade out of necessity; as a provision shop owner in the 1970s, fish balls were among his best-selling items, but the quality and supply provided to him were inconsistent.

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One of his customers recommended that he make his own fish balls, generously shared a recipe and taught him how to do it.<\/p>

Mr Lim\u2019s eldest daughter Novelle, who was a toddler then, recalled spending many hours playing at the shed, watching her parents and grandparents at work, and then helping out during the holidays when she was in primary school.<\/p>

They even operated stalls at a wet market during the peak Chinese New Year period, when she would pitch in overnight.<\/p>

That was how the DoDo brand of fish balls started, growing to a 150,000-square-foot factory in Senoko Way \u2013 and another in Malaysia.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 The factory in Senoko Way.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Today, with a workforce of 500, the two factories process over 15 tonnes of fish meat daily and more than 60 varieties of fish-based foods, such as yong tau foo products, for Singapore and some 20 overseas markets.<\/p>

But all this would not have happened if Mr Lim did not have the foresight to venture into automation early on.<\/p>

\u201cIf we\u2019d continued to make fish balls by hand, we wouldn\u2019t have been able to grow the business because there\u2019d\u00a0be a limitation on the production volume,\u201d said Ms Lim, the deputy CEO of Thong Siek Global, which also distributes the DoDo fish balls and other products.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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KAMPUNG TO FLAT, SHED TO FACTORY<\/strong><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The family\u2019s big break came in the 1980s, when they had to move from their kampung house to a public flat, forcing them to upgrade their fish-ball-making shed to a proper factory. But operations were still labour-intensive.<\/p>

It was during this time that Mr Lim travelled to Osaka, Japan on a study trip, and learned that fish balls could be frozen and were found in many forms and flavours there.

\u201cWhen he came back, he said, \u2018Oh, this business can grow very big. It can grow beyond Singapore.\u2019 And that\u2019s when he started to look at exporting our products,\u201d recalled his 42-year-old\u00a0daughter.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Ms Novelle Lim.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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He decided to automate processes to increase the output, and introduced the concept of vacuum-packed fish balls, which gave the product a four-week shelf life.<\/p>

\u201cI think, in the 1990s, we were the first company to sell fish balls in the supermarket,\u201d Ms Lim said proudly.<\/p>

After adopting the Japanese way of production, they were able to increase their output from three tonnes a year in the 1970s to more than six tonnes in 1984 to nearly 5,500 tonnes of all products today.<\/p>

Their fully automated lines now include grinding, processing and auto-packaging facilities.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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When they first ventured into mass production, however, their challenge was to maintain the taste and quality of their fish balls. They had to design processes to suit their recipes.<\/p>

To start off, they decided to use raw materials from Japan. \u201cWe knew there was already processed fish meat that we could use. It was consistent in quality and there was no fish odour, as compared to handmade,\u201d she said.<\/p>

The fish paste, or surimi, from Japan is composed mainly of fish. \u201cThis was the turning point of the business. So our product became more consistent in terms of quality,\u201d added Ms Lim.<\/p>

\u201cAlong the way, of course, when we formed the fish balls into shape, it was by hand, (but now) we were using machines.\u201d<\/p>

Now, they import surimi from many countries, such as Vietnam, Thailand and Indonesia.<\/p>

\u201cThey wash away all the blood of the fish \u2026 the water-soluble protein, and what\u2019s left are the proteins that are good for making fish balls,\u201d Ms Lim said, adding that the taste is no different from their handmade fish balls.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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TAKING THE BUSINESS TO THE NEXT LEVEL<\/strong><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The family also invested in equipment from Japan to blend the seasoned paste (it contains yellow-tail fish fillet) based on their recipe.<\/p>

The paste goes along an automated line, where a machine moulds it in the shape of a fish ball, which then passes through a metal detector, is cooked, vacuum-packed and frozen before it is distributed locally or overseas.<\/p>

For the fresh fish balls, there is a \u201chand-shaped\u201d machine to mimic the irregular texture of real handmade fish balls.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Fish balls made to mimic the irregular texture of handmade ones.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Mr Lim is so particular about their quality of the products that there is even a machine called a texture analyser. It mimics the human biting action, testing the hardness and flexibility of the fish ball from the production line.<\/p>

One of the staff also samples and grades the fish ball. \u201cIt should be springy and firm,\u201d said one of the quality control supervisors.<\/p>

The paste is regularly sent to the research and development team to test its quality before it is made into fish balls.<\/p>

As a small and medium enterprise, the company faced challenges, such as funding and talent retention, when the business was growing.<\/p>

But Ms Lim acknowledged the support from various agencies, such as the Economic Development Board, the Agri-Food and Veterinary Authority and Enterprise Singapore (formerly International Enterprise Singapore and Spring Singapore).<\/p>

In 2015, Thong Siek Holdings received a further boost when food catering firm Neo Group bought a 55 per cent stake in it for S$7.35 million.<\/p>

Following the acquisition, Thong Siek expanded into new markets such as North America, Europe and Hong Kong.<\/p>

\u201cWe\u2019ve come a long way, I think \u2013 from a family-run, backyard business to a structured, corporate business because we\u2019re now part of the Neo Group,\u201d said Ms Lim.<\/p>

\u201cWe\u2019re now more structured, with policies in place, with management systems \u2026 My dad has brought the company to this level. I think, together with Neo Group, we\u2019ll be moving the business to the next level.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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IS HANDMADE BETTER THAN FACTORY-MADE?<\/strong><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Although automation has taken over the operations, some processes are still too delicate to be done by machinery and are largely done by hand, such as the cutting of\u00a0yong tau foo\u00a0<\/em>and inserting the fish paste.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Apart from supermarket chains, some of the company\u2019s clients include stall owners, who find it difficult to hire manpower to make the\u00a0yong tau foo\u00a0<\/em>items from scratch.<\/p>

\u201cIt\u2019s really tiring. They\u2019d have to get up very early in the morning, like 3am or 4am,\u201d said Ms Lim.<\/p>

\u201c(Many) stall owners don\u2019t do the fish balls from scratch any more. Some of them buy the yellow-tail fillet from us (or) the ready-made paste \u2026 They\u2019d just need to form them into shapes \u2013 into the fish balls \u2013 at their stalls.\u201d<\/p>

She has become so familiar with the products, especially the\u00a0yong tau foo<\/em>, that when she patronises a stall, she can recognise the taste of the paste if it is from DoDo.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Yong tau foo products.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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When asked if there is value in still making fish balls by hand, Ms Lim said it does \u201ctouch people\u2019s hearts\u201d.<\/p>

\u201cPeople think it\u2019s different, although the taste and texture are the same as what we produce in the factory. It\u2019s the sentimental value, I think,\u201d she added.<\/p>

She disagreed that traditional fish balls are necessarily better than factory-made ones. Her factory, she maintained, produces good fish balls, similar to what some hawkers make on their own.<\/p>

To produce its fresh local fish balls, the factory uses yellow-tail fish from Indonesia, which the supplier fillets and freezes before exporting.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Yellow-tail fillet.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201cThe process is the same with the hand-scraped ones. We\u2019d blend them, form them into shapes, and the difference is we won\u2019t cook it, so that our consumers would buy the fresh fish balls to cook back home,\u201d she said.<\/p>

\u201cThe key to the taste is the raw materials we use.\u201d<\/p>

To her, making fish balls is not only a business, but also a passion, having grown up with the product.<\/p>

\u201cI think fish balls are now one of the signature products of Singapore. We\u2019re proud to be part of this business,\u201d she said.<\/p>

\u201cI\u2019ve seen it evolving from a backyard business to automation, from the Singapore market to the overseas market. So I\u2019ve this mission to grow this business and bring this product to the world.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The founders of the DoDo brand, now a household name in Singapore, have transformed the simple and much-loved fish ball into a multimillion dollar enterprise. But is the factory-made version just as good? \/*! elementor – v3.16.0 – 13-09-2023 *\/ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=”.svg”]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} Today, the company processes over 15 tonnes of fish meat […]<\/p>\n","protected":false},"author":4,"featured_media":6566,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-1865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"meta_box":[],"_links":{"self":[{"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/posts\/1865","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/comments?post=1865"}],"version-history":[{"count":65,"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/posts\/1865\/revisions"}],"predecessor-version":[{"id":7274,"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/posts\/1865\/revisions\/7274"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/media\/6566"}],"wp:attachment":[{"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/media?parent=1865"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/categories?post=1865"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thongsiek.com\/business\/wp-json\/wp\/v2\/tags?post=1865"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}