Progressing to be the preferred brand choice for healthy meals, and allowing global communities to enjoy the best of everyday life.

We strive through our continued innovation with high product quality mandate, to improve the health and wellbeing of families and aim to be the brand of choice across generations.

  • To continue producing high quality oatmeal products, recognised by international health authorities, for every family who wants to benefit from the nutrients and natural goodness of oats for a healthier lifestyle living.
  • To gain the trust of customers and convincing them to invest in the future of their health.
  • To obtain regional recognition as a progressive and innovative brand.
  • To develop a market where every health conscious household has a pack / jar of Captain Oats at home.
  • We will be one of the world’s leading oatmeal products company that provides consumers with the healthy goodness of oats through our wide range of choices catering to different meal occasions.
  • We aim to be the leading oats brand in the markets we are present.
  • We will continue to invest in our R&D programs in order to develop more innovative and healthy oatmeal products for our existing consumers and to reach out to the new consumers.
  • We will continue to seek and invest in the latest technology to improve the quality of our products.
  • We will ensure total compliance to both the external governing bodies and our strict internal governance on food safety and hygiene manufacturing practices.
  • We will continue to invest in our people as we are all responsible to deliver our committed values to our consumers.
  • We are committed to conduct our business professionally and ethically, and to treat our employees, shareholders, our business stakeholders and partners, and consumers equally.