Right ingredients for successful brew

Right ingredients for successful brew

SINGAPORE - For many investors, grabbing a 10-bagger, in which the value of the stock you hold grows by 10 times, is a once-in-a-lifetime investment.

One local firm which achieved that distinction is home-grown instant coffee and cereal maker Super Group.

The company's shares were trading at a low of just 32 cents in early 2009, hit by the financial crisis.

The stock hit $3.17 last Friday, nearly 10 times its lowest in 2009.

The company manages several brands, including its own Super Coffee as well as the Owl brand instant coffee mix.

The firm's chairman, Mr David Teo, believes that the firm's success is down to two factors: becoming focused on its core product and having a strong regional strategy.

Back in 2008, the firm took a decision to sell off its non-core businesses, such as its vending machines enterprise, and put its energy and talent fully into its coffee business, said Mr Teo, 62.

At the same time, the firm also decided to start making a business out of selling the ingredients it was producing for its instant coffee mixes.

Mr Teo said the firm had decided early on that it wanted to produce its own ingredients to ensure the quality of its products.

"We are unlike other instant coffee makers, which take from different producers and simply pack it together. We are integrated from start to finish," he said.

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