Exhibiting at Thaifex - Anuga Asia 2025

Simplot Malaysia Sdn Bhd is the Southeast Asia regional arm of the J.R. Simplot Company, a U.S.-based agribusiness giant known for its innovation in frozen potatoes, avocados, and processed food solutions. Headquartered in Kuala Lumpur, Simplot Malaysia serves as a critical distribution, marketing, and customer support hub for Simplot’s extensive foodservice operations across Asia.

Company Overview

J.R. Simplot Company, founded in 1929 in Idaho, USA, is one of the world’s largest privately held agribusiness firms. Simplot Malaysia Sdn Bhd brings that legacy to Southeast Asia, offering high-quality frozen foods tailored for restaurants, hotels, QSR chains, and institutional foodservice providers. With direct support and distribution networks across Malaysia, Singapore, Indonesia, Thailand, and Vietnam, Simplot is a market leader in premium frozen potatoes and avocado products.

Core Product Portfolio

Simplot’s diverse product range includes:

1. Frozen Potato Products

• French Fries: Available in various cuts—Straight, Crinkle, Shoestring, Steak
• Hash Browns: Patties and shredded
• Mashed Potatoes: Pre-prepared and frozen
• Potato Wedges & Formed Potatoes: Includes signature shapes and flavor-seasoned options

Brands under this category include:

• Simplot Blue Ribbon® Fries
• Simplot Thunder Crunch®
• Simplot Skincredibles®
• Simplot Sidewinders™
• Simplot Megacrunch®
• Simplot Conquest® Fries
• Simplot SeasonedCrisp®

2. Avocado Products

• Guacamole: Smooth and chunky variants
• Diced, Sliced & Halved Avocado
• Avocado Pulp: For culinary and smoothie applications

Distributed under Simplot Harvest Fresh Avocados, these are sourced from Mexico, Chile, and Peru.

3. Vegetables, Fruits & Grains

• Includes frozen corn, peas, edamame, mixed vegetables, quinoa blends, and tropical fruits

These products support kitchens in maintaining seasonal consistency and reducing prep time.

Unique Selling Proposition

Simplot’s core strengths include:

• Farm-to-Freezer Supply Chain: Direct control over growing, harvesting, processing, and distribution
• Innovative Products: Proprietary fries like Sidewinders™ and Megacrunch® offer enhanced holding time and texture retention
• Operational Expertise: Chef-led training, recipe development, and menu engineering for clients
• Global Safety and Quality Assurance: All facilities are BRC, HACCP, and ISO certified

Simplot also invests heavily in culinary R&D, with global kitchens testing new trends in fry innovations and clean-label sauces.

Market Presence and Reach

Simplot Malaysia supports direct and distributor-based supply in:

• Malaysia
• Singapore
• Indonesia
• Vietnam
• Thailand
• Philippines

Their products are found in:

• Quick Service Restaurant Chains (QSRs)
• Hotel Chains and Resorts
• Airline Catering Services
• Institutional and Education Segments

Financial and Market Insights

As a subsidiary of J.R. Simplot, financials for Simplot Malaysia are not independently published. However, market insights indicate:

• Estimated Regional Revenue (Southeast Asia): USD 60–80 million annually
• Annual Volume in Malaysia Alone: ~10,000–12,000 metric tons of frozen potato products
• QSR Penetration: Supplies multiple global fast food chains under exclusive or preferred contracts
• Cold Chain Distribution: Collaborates with major foodservice distributors and 3PL providers

Simplot’s global revenue was estimated at USD 7.5 billion in 2023, with Asia-Pacific being a key growth market.

Infrastructure and Capabilities

• Product Development Kitchens: Based in KL and regional partner cities
• Supply Chain Network: Integrated with local distribution warehouses and cold storage
• Chef Consultancy Program: Provides support on plating, portion costing, and LTO strategies
• Online Resource Hub: Offers product specifications, serving suggestions, and trend guides

Certifications and Compliance

• BRC (British Retail Consortium) Global Standard
• HACCP and GMP Certified
• ISO 22000 Food Safety Certification
• Halal Certified Products (for SE Asia)
• FDA and USDA Certifications (US origin)

These credentials ensure Simplot’s suitability for premium hotels and international QSR operations in strict regulatory markets.

Client Testimonials

“Simplot’s fries offer unmatched texture and taste consistency even after long holding times. Essential for our delivery model.”
– Culinary Director, Leading QSR Chain, Malaysia

“The quality of Simplot’s avocado products has enabled us to scale our café operations without compromising on freshness.”
– Operations Head, Artisan Café Chain, Singapore

Key Achievements

• Supplier to McDonald’s, KFC, Pizza Hut, and Subway in Asia
• Innovation Award for Sidewinders™ Fries at FHA Singapore (2022)
• Launch of New Avocado Processing Line in Mexico (2023)
• Recognized by Asia Pacific Food Industry Magazine for Supply Chain Excellence

Simplot Malaysia Sdn Bhd stands as a cornerstone in the foodservice supply ecosystem of Southeast Asia. Through innovation, culinary support, and global consistency, Simplot continues to lead the region in delivering premium frozen food solutions that empower chefs, streamline operations, and delight customers.