Haw Joon Lee Julie

Managing Director of Frosts Food & Beverage Pte Ltd

* Frosts Food & Beverage Pte Ltd (2002 till present)

Managing Director of Frosts Food & Beverage and Quix Pte Ltd since 2002.
Frosts Food & Beverage buys quality products from all over the world and distributes them in Singapore with our own cold chain logistics to major Hotels, Restaurants, Café Chains, Fast Food Chains and other institutional customers such as Airline Catering Houses. In the last couple of years we have also added many retail lines to our portfolio and now serve practically all the major retailers in Singapore.


Our subsidiary, Frosts Food International Pte Ltd consolidates product in Singapore on behalf of our regional customers, based mainly in East Malaysia, Brunei, Australia, India, Philippines, Thailand, Sri Lanka and Nepal. We have handled the full range of export logistics, from full container load transshipments and consolidations, to small quantities of product by air


*Quix Pte Ltd

Director: Set up a Halal fresh food processing plant in the premise of existing Import/Distribution business (Frosts Food and Beverage) in Tuas in 1999. We process mainly vegetables, cleaning and cooking them. We also marinate meats and prepare pie fillings for restaurants and gourmet bakeries. The plant prepares ready-to-eat meals and sandwiches for convenience chains and cafes and is recognized as a Halal caterer for social functions too.


* Cybermart

Marketing: E commerce arm of Singapore Technology


* Singapore Marriott Hotel

Sales: Pre-opening corporate sales team Singapore Marriott Hotel. Received formal sales training.


* Participated as a Speaker in:

Seminar on Doing Business with Australia (June 2005)
Organised by International Enterprise Singapore


The Asian Palate through Singaporean Eyes (October 2005)
Organized by the Pan Americana University, Guadalajara, Mexico invited by Bancomext


Halal Export Opportunities and Tips on Accessing Those Opportunities ( August 2007,)
South Australia International Business Week, Adelaide, South Australia
Department of Trade and Economic Development, South Australian Government


F&B Entrepreneur Interaction Session (January 2013)
ISAGE Trellis (SMU)


International Student Alliance for Global Entrepreneurship (ISAGE)


Food Safety and Central Kitchen Asia 2015 Conference (September 2015)


“Chain of Custody: Mitigating the Vulnerability of Logistics Management”
Singapore Exhibition Service


Taste of Europe Seminar (November 2016)


F&B industry key challenges in marketing and distribution: Business recommendations including selecting local partners (do’s and don’t’s)


Invited to speak to representatives of EU Food and Beverage (F&B) companies ranging from a wide variety of EU member states. The focus of this mission is to introduce the Singaporean market regulations and characteristics to the EU companies.


Exporter Seminar invited by Investment and Development Agency of Latvia LIAA
Invited to speak to prospective exporters from Latvia
The Palate of South East Asia and Key Issues of Distribution in Singapore
(October 2017)

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