About Us
We are proud to be one of the largest anchovy (ikan bilis) suppliers in Malaysia, with over 40 years of experience in the business. Our anchovies, commonly known as ikan bilis in Malaysia, are sourced from Malaysia, Thailand, and Vietnam, ensuring the highest quality and freshness. We have been granted a halal certificate, guaranteeing that our products meet the highest standards of quality and purity.
Our main market includes local trading and chain hypermarkets, as well as exports to countries such as Singapore and Australia. We take pride in our packaging, which features our own logo and branding, ensuring that our products stand out on the shelves.
With a strong reputation in the market, we are committed to providing our customers with the best anchovies (ikan bilis) available. Trust us for all your ikan bilis needs and experience the difference that quality and experience can make.
Our Story
The company began as a small anchovy (ikan bilis) wholesaler in Malaysia, under the name Hong Leong Trading, in Bukit Mertajam (Penang) in 1982. Operating out of a rented shop in Desa Damai, it focused on wholesaling dried seafood such as anchovies (ikan bilis), salted fish, and dried shrimps. As the business expanded, the founder, Mr. Teng, took a significant step by purchasing four specially built boats in Thailand for anchovy (ikan bilis) fishing.
In 1992, the company acquired two small-scale industrial factories in Alma, relocating from Desa Damai. As Hong Leong Trading continued to thrive, it transitioned to a private limited company and became Sinsheng Tat Trading Sdn. Bhd. with the second-generation family members joining the board as directors, paving the way for succession.
The infusion of new blood brought fresh ideas, leading to reforms in operations and business strategies. Investments in modern systems and equipment revitalized the team, injecting enthusiasm and innovation. Though transformation takes time, the company believed in the new ideology and efforts to elevate it to new heights.
Despite these changes, we have never forgotten our roots. For decades, we have established a superb track record of offering top-quality anchovies (ikan bilis) from different species and regions, along with various dried seafood goods, giving us a significant market advantage. Today, we proudly remain one of the largest companies for anchovies (ikan bilis) supply and export in Malaysia, offering halal ikan bilis that meets the standards of both local and international markets.
Why Choose Us
Experience
Over 40 years in the anchovy industry, offering the best products and service.
Capacity
One of Malaysia’s largest suppliers, capable of meeting any demand.
Reputation
Trusted by customers, we deliver top-quality anchovies every time.
Quality Assurance
Strict guidelines and cold storage ensure only the freshest products.
Halal Certification
Our rare halal certification guarantees the highest standards of purity and quality.
Continuous Improvement
Investing in modern systems and equipment to stay industry leaders.