Exhibiting at Thaifex - Anuga Asia 2025

Ha Li Fa Pte Ltd is a Singapore-based food manufacturing company specializing in high-quality surimi-based products, frozen seafood, and plant-based innovations. Founded in 1987, the company has grown from a local hawker stall operation into an internationally recognized processor and exporter of Asian-style fishballs, meatballs, and seafood products. Ha Li Fa operates under three main brands: BoBo, Ballgus, and EPL, catering to diverse market segments across retail, HORECA, and export channels.

Core Business and Product Portfolio

Ha Li Fa is known for its vertically integrated production process and stringent quality assurance systems. Its product lines combine traditional Asian recipes with modern processing technologies to meet evolving consumer preferences.

Key Product Categories

Surimi-Based Products (BoBo Series)

• Premium White Fish Balls
• Cuttlefish Balls
• Cheese Tofu Fish Cake
• Mini Lobster Balls
• Fish Paste and Surimi Tubes
• BoBo Noodles & Hotpot Packs

Meat-Based Products (Ballgus Series)

• Chicken Sausages
• Smoked Duck
• Marinated Beef Cuts
• Venison Strips

Frozen Seafood & Ocean Catch

• White Clams
• Half-shell Mussels
• Tiger Prawns
• Cooked Scallops

Plant-Based Series (EPL)

• Vegetable Rolls
• Soy Protein Nuggets
• Plant-Based Hawker Favourites (e.g., fishball-style tofu rolls)

Specialization and Core Strengths

Ha Li Fa distinguishes itself through:

• Decades of Fishball Manufacturing Expertise
• Halal-Certified Production Facilities in Singapore and Malaysia
• Innovative Product R&D for surimi texture, flavor stability, and plant-based alternatives
• OEM & Private Label Services for global retailers and foodservice brands
• Strict Cold Chain Management for local and export delivery

Certifications and Regulatory Compliance

Ha Li Fa adheres to comprehensive food safety and compliance protocols:

• HACCP Certified
• ISO 22000 Food Safety Management System
• HALAL Certified (MUIS Singapore and JAKIM Malaysia)
• SS 444:2018 Certification for processed seafood products
• FDA Registration for U.S. exports

The company’s commitment to food safety has enabled consistent performance in global markets.

Financial and Operational Overview

• Established: 1987
• Production Facilities: Singapore (HQ) and Johor Bahru, Malaysia
• Employees: Over 200 staff across production, R&D, sales, and logistics
• Annual Processing Capacity: More than 6,000 metric tons
• Estimated Revenue: Between USD 15 million – 25 million

Global Distribution and Export Markets

Ha Li Fa exports to more than 20 countries, including:

• United States
• United Kingdom
• United Arab Emirates
• Australia
• Hong Kong
• Indonesia
• Philippines

Export formats include vacuum-packed trays, frozen bulk packs, ready-to-heat meal kits, and HORECA formats. The company distributes through major supermarket chains, ethnic groceries, and foodservice distributors.

Infrastructure and Capabilities

• R&D Innovation Lab: Focus on surimi enhancement, texture development, and plant-based technologies
• Fully Automated Production Lines: For shaping, frying, steaming, freezing, and packaging
• Cold Storage and Logistics Division: Integrated temperature-controlled supply chain
• OEM/ODM Services: Customized products with multilingual labeling and international compliance

Target Market Segments

• Retail (Supermarkets, Asian Grocers)
• HORECA (Hotpot Restaurants, Catering, Buffet Chains)
• Frozen Meal Kit Brands
• Plant-Based Food Startups
• Distributors Seeking Asian Surimi Products

Industry Participation and Recognition

• Exhibitor at FHA (Food & Hotel Asia), SIAL, and ANUGA
• Featured in Enterprise Singapore export promotion initiatives
• Recognized as a Pioneer in Plant-Based Asian Ready-to-Eat Meals in regional media
• BoBo brand voted "Top Brand for Fishballs" in Singapore consumer surveys

Customer Testimonials

“BoBo fish balls are a top-seller in our Asian frozen category. Consistently high quality and well-received by hotpot customers.”
— Buyer, Supermarket Chain, Australia

“Their private label surimi range exceeded our expectations. Great support from product development to shipment.”
— Importer, Middle East Region

Summary

Ha Li Fa Pte Ltd represents the evolution of traditional Asian food manufacturing into a modern, scalable, and globally compliant enterprise. With a strong portfolio of surimi products, seafood lines, and innovative plant-based offerings, Ha Li Fa is well-positioned to serve the growing demand for high-quality, convenient, and culturally rooted food products across international markets.