Goh Chen Chang, a Malaysian male aged 41, is our founder, substantial shareholder, Promoter and Managing Director. He was appointed to our Board on 11 April 2025. He is responsible for overseeing the overall business operations for our Group, as well as formulation and implementation of our Group’s strategic direction and business expansion strategies.

He is an industry veteran with 21 years of working experience in the bakery products industry, specialising in the sourcing and manufacturing of bakery products as well as trading of bakery and other products. His expertise began in 2004 when he established his sole proprietorship under HSS Confectionery Trading, through which he gained extensive experience in supply chain management, product sourcing, logistics coordination and business development within the bakery sector. His practical involvement in the sourcing and trading of bakery and other products subsequently supported his expansion into the manufacturing of bakery products.

In 1999, he finished his Form 2 education in Sekolah Menengah Kebangsaan St Andrew in Muar, Johor. He worked on an ad-hoc basis from 2000 to 2001. In 2002, he started his career as a mechanic in V6 Auto Parts Sdn Bhd, a company involved in the trading of automotive parts and supplies, where he was involved in dismantling of imported auto parts for sale. He left the company in 2002 and subsequently in 2003 joined Maharani Bakery Sdn Bhd, a company involved in the provision of bakery products as a Logistic and Warehouse Executive where he was also in charge of delivery of bakery products to Singapore. He left the company in the same year.

In 2004, he commenced business as a sole proprietor under the trade name of HSS Confectionery Trading, where he traded and sourced a variety of cakes, biscuits, cookies and pastry products from local suppliers and supplied the products through wholesalers to coffee shops and grocery stores in Singapore. In 2006, he incorporated HCF with 3 other shareholders to take over the business of HSS Confectionery Trading. HSS Confectionery Trading ceased its operations in 2006. Since the incorporation of HCF, he has been the managing director of the company.

In 2012, he incorporated Chatur Capital with his brother, Goh Chen Ann, which was principally involved in distributing bakery products to the local market. Chatur Capital had in 2022 ceased operations as Goh Chen Chang wanted to improve operational efficiency by transferring all of Chatur Capital’s operations into HCF and consolidating the distribution of bakery products.

Over the years, he spearheaded the strategic business direction and led the continued growth of our Group and has played a pivotal role in changing our direction from being a trader of bakery products to sourcing of bakery products, trading of bakery and other products as well as manufacturing of bakery products. He is the brother of Goh Chen Ann, our Group’s Executive Director.