De Luxe Groups subsidiary

Cold-chain pork processing built on discipline, hygiene and trust.

De Luxe Circle (M) manages sourcing, enclosed cutting, further processing, storage and retail fulfilment through one accountable operating system from its Johor base.

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Established in 1994
Integrated 40,000 sqft operating base
Further processing, storage and retail fulfilment
23 Fresh Mart outlets across Johor and KL

Skudai, Johor Integrated cold-chain operating base

Company

A Johor company that turned traditional trade into a disciplined processing network.

The company profile shows a business that grew from market trade into an integrated cold-chain operator with manufacturing discipline, branded product development, retail reach and long-term facility investment.

1994 Established

40,000 Manufacturing sqft

150+ Workforce

23 Fresh Mart outlets

Company record

Registration: 198701005281 (163952-U)
Founder: Mr. Lim Kim Wah
Chairman: Mr. Lim Kim Wah
Managing director: Mr. Wellson Lim Chi Seng
Business type: Sendirian Berhad
Manufacturing site: 1 site
Headquarters: No. 2, Jalan Wira 3, Taman Perindustrian Tan Sri Yaacob, 81300 Skudai, Johor
Main line: 07-511 2889 / 07-511 6889

Vision & mission

Quality first

Serve customers with pork products that are consistently clean, safe and dependable.

Sustainable growth

Strengthen long-term operations through controlled sourcing, facility investment and disciplined handling.

Operational innovation

Improve processing, storage and distribution standards with modern cold-chain methods.

Core activities

Importer and distributor of pork product categories.
Low-temperature cutting and custom slicing support.
Further processing for branded and value-added products.
Retail fulfilment through Fresh Mart and nearby outlet distribution.

Heritage

From bicycles and market stalls to a broader De Luxe Groups footprint.

The company history is central to the brand. It began with family-led street trade, progressed into fixed outlets and eventually evolved into processing, retail, product brands and wider group support businesses.

1970-1982

Street-vending beginnings

The Lim family started in the pork business with bicycles, motorcycles and van-based hawking.

1983

Ming Wah storefront

The business moved into a fixed shop lot in Skudai and built a stronger local base under the Ming Wah name.

1989

Pasar TUTA expansion

Operations expanded into Pasar TUTA stalls 8 and 9 to support a larger supply footprint.

1994

De Luxe Circle incorporated

De Luxe Circle (M) Sdn Bhd was established in Skudai Baru and became one of Johor Bahru’s earliest enclosed small-scale cutting plants.

2005

Cold-chain investment

The group invested in an integrated low-temperature facility in Taman Tan Sri Yaacob to connect processing, cutting, storage and selling.

2008

Fresh Mart retail launch

The group expanded into direct retail through De Luxe Circle Fresh Mart, building a closer link with neighbourhood shoppers and end consumers.

Operations

One operating system for cutting, processing, storage and delivery.

De Luxe Circle’s operating strength comes from treating production, cold storage, logistics and retail fulfilment as one controlled chain rather than separate rooms with separate standards.

Operating model

From regulated sourcing to outbound delivery, every handoff is managed inside a cold-chain discipline.

Importer and distributor of pork product categories.
Low-temperature cutting and custom slicing support.
Further processing for branded and value-added products.
Retail fulfilment through Fresh Mart and nearby outlet distribution.

Production plant

A low-temperature base that keeps processing, cutting and selling under one discipline.

The Johor headquarters operates as a low-temperature refrigerated factory with quarantine, hygiene and safety systems built into day-to-day handling.

Cutting plant

Closed cutting rooms support trained staff, hygienic handling and cleaner throughput.

Advanced cutting equipment, chilled handling and sanitised work zones protect product freshness while serving businesses, restaurants and retail stations.

Further processing

Recipes, marination and value-added production support Hong Qiao and in-house lines.

Processed products are made with proprietary recipes and equipment across marinating, steaming, roasting and packing stages.

Warehouse system

Racking storage and cold rooms protect stock readiness and batch control.

The storage environment supports traceability, product protection and reliable outbound delivery for wholesale, foodservice and retail fulfilment.

Cutting workflow

Nine linked steps from farming to selling.

1 Farming
2 Slaughtering
3 Ageing
4 Cutting
5 Packing
6 Storing
7 Delivering
8 Distributing
9 Selling

Further processing workflow

Seven steps for value-added and branded products.

1 Receive fresh pork from cutting process plant
2 Further processing: marinating, steaming, roasting
3 Packing
4 Storing
5 Delivering
6 Distributing
7 Selling

Target audience

Wholesale companies

Companies that specialise in non-halal products and require consistent cold-chain supply.

Target audience

Food service centres

Hotels, restaurants, cafes and hawker businesses that depend on dependable portions and scheduled delivery.

Target audience

Local food suppliers

Wet markets and neighbourhood operators that need ready access to fresh chilled products.

Brands

Hong Qiao and Fresh Mart extend the company from processing into branded food and retail.

The company profile places real weight on product branding and retail reach. This section keeps both brands on the homepage, but in a cleaner corporate format with clearer hierarchy and stronger alignment.

Hong Qiao

Processed frozen products positioned around quality ingredients and dependable taste.

Hong Qiao represents the group’s processed frozen food direction, while the De Luxe Circle western series complements it with marinated meats, sausages and bacon products for different dining occasions.

Hong Qiao range

Meat floss
Taiwan sausage
Meat paste
Dim sum
Meat ball
Braised meat
Bakkwa
Gyoza
Luncheon meat

De Luxe western series

Marinated meat
Western sausage
Bacon series

Visit Hong Qiao

Fresh Mart

A retail network launched in 2008 to bring fresh products closer to everyday households.

Fresh Mart began with pork-focused retail and expanded into a one-stop format with fresh products, seafood, vegetables, groceries, chilled items and frozen goods. The company profile lists 23 outlets across Johor and Kuala Lumpur.

23 listed outlets in Johor and KL

Fresh products
Seafood & vegetables
Groceries, chilled & frozen

Visit Fresh Mart

Outlet footprint

Current Fresh Mart locations listed in the company profile.

Indahpura Outlet
Bandar Putra Outlet
Senai Outlet
Mutiara Rini Outlet
Taman Nusantara Outlet
Sri Yaacob Outlet
Bukit Indah Outlet
Tun Aminah Outlet
Nusa Bestari Outlet
Anggerik Emas Outlet
Setia Tropika Outlet
Setia Indah Outlet
Pelangi Indah Outlet
Mount Austin Outlet
Johor Jaya Outlet
Sri Tebrau Outlet
Pelangi Outlet
Molek Outlet
Permas Outlet
Megah Ria Outlet
Puchong Outlet
Austin Crest Outlet
Batu Pahat Outlet

Assurance

Quality systems, farm discipline and long-term expansion are part of the same trust story.

The company profile links product trust to certification, licensing, farm sourcing discipline and future capacity investment. These areas are grouped here into one clearer corporate section.

Farm sourcing

Healthy livestock standards begin with qualified farms, clean facilities and controlled feed.

Accredited and qualified farm operators.
Hygiene and cleanliness across rearing facilities and infrastructure.
Superior feed and strict beta agonist free control.
Conducive environment for livestock growth.
Scheduled health examinations and formal inspections.

Directly managed farms

De Luxe Agriculture Sdn Bhd

Founded in 2013

Lot 2981, KA 17/H, Jalan Kebun Sayur, Bukit Bakri 84200, Muar, Johor.

Pork breed capacity: 2,300 pork breeds

De Luxe Agriculture (BP) Sdn Bhd

Founded in 2016

Lot 4480, BT 3 1/2, Jalan Minyak Beku, Batu Pahat.

Pork breed capacity: 7,400 pork breeds

De Luxe Agriculture (PN) Sdn Bhd

Founded in 2024

Lot 593 Jalan Sungai Burung, Mukim Jeram Batu, Pekan Nanas 81500, Pontian, Johor.

Pork breed capacity: 16,000 pork breeds

Awards & licenses

2006 Malaysia Golden Bull Award for outstanding SME performance.
2007 HACCP certification for food management and safety systems.
2011 VHM certification by the Department of Veterinary Services Malaysia.
2016 GMP certification by SGS for food management and safety systems.

Business Premises License (No Akaun L0120020136) issued by Majlis Perbandaran Iskandar Puteri.
Import and export license (IE01000123) issued by Jabatan Kastam & Eksais Diraja Malaysia.