About Us | 关于我们
Our determination on product quality makes our brand name a household identity.
Muar Yuen Chen Siang is backed by more than 40 years of dietary wisdom and has become a trusted household brand name in the production of healthier barbecued meat and meat floss.
Since 1969, our production process has withstood significant adaptations to change, discerning tastes, new technology and quality control. The original recipe yield on using only the finest, freshest and natural ingredients to produce great flavours, so you can rest assured that the products from us would never compromise on taste and quality.
Our determination on product quality makes our brand name a household identity. Hence, it make ideal as festive gift or for self-consumption.
The Story of Master Goh
In Muar during the sixties, at the back alley of 2nd Avenue Street, stood a grey-haired man and his bicycle, selling fresh pork & pieces of barbecued meat every morning, religiously. So fresh and tasty that they were worth every penny. Soon, attracted more people who came specifically for what he sells best. This is how Master Goh and his brand Muar Yuen Chen Siang became known.
Famous for barbecued meat, customers simply came for their distinctive taste and flavour. Despite the fact, Master Goh insisted that they are made with only the finest ingredients and under the strictest surveillance. It was this persistence that made them comply with the food and health safety features.
Demands increase with time. Muar Yuen Chen Siang has withstood the Gourmet period (1969-1973), Convenience period (1973-1983), Appearance period (1983-1990) and Health-conscious period (1990-2002). Therefore, research and improvement were progressively conducted to ensure demands met – taste and texture, convenience, exquisite packaging and dietary quality.
For over 50 years of dietary wisdom, Master Goh pursuits improvements. Constant research and implementation of new technology smoothens the production line, supports the development of new flavours, and enriches the dietary quality with lower cholesterol levels and higher nutritional value. Maintaining a good reputation was Master Goh’s honour and pride.
Master Goh insisted that food products should be bought with confidence, fit as a heart-warming gift and be eaten with a peace of mind.
Four of Master Goh’s insistence
- Seasoned with natural spices
- Purely handmade
- No sodium nitrite added
- No trans fats