Introducing innovative barramundi and tuna products from Singapore’s rising seafood star

Published on
September 7, 2016

It’s all about freshness for Singapore-based seafood company Cellmore Group.

Not only does the company “lock in freshness” by way of cutting-edge cryogenics freezing technology, but it also takes a fresh approach to product innovation. This is especially the case with its latest offerings, Tuna Fish Satay and Barramundi Satay, sold under the Oceanbella brand.

“We are kind of the first in the market to create a satay product using fish,” said Eunice Yeo, Finance and Administrative Manager for Cellmore, to SeafoodSource at this year’s Seafood Expo Asia event, held from 6 to 8 September in Hong Kong.

The ready-to-cook satay offerings, which come threaded on bamboo skewers and are served with the Oceanbella signature peanut-based dipping sauce, are crafted for “modern-day, ever-busy consumers” who crave nutritious seafood without the hassle of preparation. Much of Cellmore’s product portfolio is geared toward this idea, said Yeo.

“We focus a lot on having food that has no additional preservatives,” she said. “And we are making things that are easy for consumers to cook at home.”

“You do your own candlelight dinner,” added Yeo. “You get to be your own chef.”

The company is interested in breaking down assumptions, none more so than those surrounding frozen products and their presumed lack of freshness.

“We need to change the way people view frozen. We believe frozen is actually good,” said Yeo.

Cellmore employs a cryogenics freezing technology that puts the company on the leading edge of the fresh-frozen category in Singapore, said Yeo. “A lot of goodness, a lot of freshness, is locked in when we use this cryogenics processing technology. Traditional methods take hours to freeze fish – for us, it takes less than an hour.”

Over the last few years, Cellmore Group has worked to develop its vertically integrated business model that traverses the entire supply and value chain from “Hatch to Dispatch.” The group has also prioritized the adoption of a number of quality and food safety certificates, including GMP, HACCP and FSSC 22000 Food Safety System Management. Halal certification is another achievement for the group; the Malaysian and Halal markets have experienced a lot of growth, said Yeo.

Alongside its satay skewers, Cellmore’s Authentic Nyona Fish Otak-Otak and its Frozen Fish Fillet With Chef’s Signature Sauce products were all featured in Seafood Expo Asia’s 2016 New and Featured Product Showcase. Visitors of the exposition can find Cellmore at booth No. 5-307.

For more official Seafood Expo Asia media coverage, click here: http://www.seafoodsource.com/news/supply-trade/your-guide-to-official-seafood-expo-asia-2016-show-coverage-from-seafoodsource

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