At Silver Bird, we believe the most rewarding way to grow our business to focus on what we do best - satisfying the customers' need for the very best in bakery products. Our business strategy therefore, is directed towards strengthening our core food manufacturing business and ingredients business in Malaysia, as well as building complementary new businesses in ASEAN countries, Hong Kong and the Middle East.

In line with this strategy, the company has embraced four major principles to spearhead stronger growth and improve profits :

• Continuing re-investment in core business - this on-going effort provides financial support for capital projects with the aim of improving productivity and efficiency, which in turn will reduce cost and improve profits.

• Investing in people - we believe that in order to recruit and retain the best people who are dedicated and committed, the company has to provide all the necessary resources, training and incentives to enable them to best utilise their skills.

• Emphasising on product & process R&D - for a company which prides itself for its high technology and innovative operations, Silver Bird invests heavily on R&D to enhance its technology base and product development. This will result in products which are higher in quality and have a distinct competitive edge.

• Increasing focus on marketing and selling - it is the company's mission to increase sales through enhanced value of brands and unbeatable service to customers.