Goh Chen Ann, a Malaysian male aged 38, is our Promoter and Executive Director. He was appointed to our Board on 13 August 2025. He is primarily responsible for overseeing the sales and marketing activities of our Group. He develops various sales and marketing strategies, builds brand awareness for our customers’ brands and own brands, and identifies new customers.

Upon completing his Form 5 education in Sekolah Menengah Kebangsaan St Andrew in Muar, Johor in 2005, he worked on an ad-hoc basis until 2008.

In 2008, he joined HCF where he was involved in managing inventories and processing orders for customers. He was promoted to Logistics Executive in 2010 and was in charge of managing and organising our logistics operations. In 2012, he was promoted to Sales and Marketing Executive where he was responsible for conducting market research to explore new business avenues to expand our revenue streams. In 2015, he was subsequently promoted to Sales and Marketing Manager where he was responsible for coordinating with various departments such as finance and logistics on designing and implementing new marketing strategies to increase our visibility. In 2017, he was promoted to Business Development Manager where he was in charge of fostering and developing relationships with existing and new customers, alongside strategically implementing operational strategies to improve business opportunities.

In 2012, he incorporated Chatur Capital with his brother, Goh Chen Chang, which was principally involved in distributing bakery products to the local market. He resigned as a director of Chatur Capital in 2019. In 2014, with Goh Cheng Chang’s support, he established LHMC with his spouse, and was appointed as a Director of LHMC (a company principally involved in the manufacturing of cookies at the time of incorporation). He assumed the position of General Manager of LHMC in 2022, where he oversaw the manufacturing operations of LHMC until 2024. Thereafter, he focuses on overseeing our sales and marketing activities.

Throughout the years, he has assisted our Managing Director, in developing various sales and marketing strategies as well as building brand awareness for our customers’ brands and our own brands. He was also involved in the implementation of such strategies as well as the introduction of new bakery products such as different flavours to meet the ever-changing consumer trends.

He is the brother of Goh Chen Chang, our Group’s Managing Director.