Goh Chen Chang, a Malaysian male, 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 22 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.

Goh Chen Ann, a Malaysian male, 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 Chen 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.

Dr. Kong Yee Foon, a Malaysian female, is our Independent Non-Executive Director. She was appointed to our Board on 13 August 2025. She is the Chairperson of our Audit and Risk Management Committee and a member of our Nominating Committee and Remuneration Committee.

She graduated with a Bachelor of Arts (Honours) in Accounting and Financial Management from University of Sheffield, UK in 2001. She obtained a Master of Business Administration (International Business) from University of Malaya in 2009. In 2026, she obtained her Doctor of Philosophy from the University of Nottingham Malaysia, specialising in research on Initial Public Offerings (IPO) markets, market sentiment and behavioural finance. She is an award-winning researcher in 2023 and 2024 whose work has been recognised by the Malaysian Finance Association. Her scholarly work includes journal publications and book chapters. She was admitted as a member and Fellow of the ACCA since 2005 and 2010 respectively. She has also been a Chartered Accountant and Member of MIA since 2020, and a Certified Trainer with the Human Resource Development Corporation since 2026.

She began her career in 2001 as a Tax Consulting Assistant at KPMG Tax Services Sdn Bhd, a tax advisory firm in Kuala Lumpur, where she was responsible for preparing tax computations and assisting in tax advisory matters. In July 2003, she was promoted to Tax Consultant, a position she held until her departure in September 2003. She then took a study break from September 2003 to 2004 to complete her ACCA qualification, before joining the investment banking industry, where she has since gained over 20 years of experiences in corporate finance.

In 2004, she joined Malaysian International Merchant Bankers Berhad (which was subsequently renamed as MIMB Investment Bank Berhad and is now known as Hong Leong Investment Bank Berhad), as a Corporate Finance Executive. In 2007, she was promoted to Corporate Finance Assistant Manager, a position she held until she resigned in 2008. During her tenure, she was part of the Corporate Finance team, responsible for executing and coordinating floatation and fundraising exercises, and supporting other corporate finance exercises through the preparation of submissions to relevant regulatory authorities.

In 2008, she joined Maybank Investment Bank Berhad, as an Assistant Vice President in the Corporate Finance department where she was involved in advising on corporate restructuring exercises and deal valuations until her departure in 2009. In the same year, she joined PM Securities Sdn Bhd, a securities firm in Kuala Lumpur, as Manager in the Corporate Finance department where she was responsible for providing independent advisory services, executing and coordinating floatation and fundraising exercises, and assisting with regulatory submissions until December 2009.

In 2010, she joined OSK Investment Bank Berhad, as a Vice President in the Corporate Finance department. In February 2013, following the merger of OSK Investment Bank Berhad and RHB Investment Bank Berhad, she was redesignated as Associate Director in April 2013 and subsequently promoted to Deputy Director in 2019, a position she held until her departure in June 2021. She was responsible for supervising and leading a team in managing end-to-end corporate finance transactions encompassing mergers and acquisitions, takeovers, corporate restructuring, and floatation and fundraising exercises. She oversaw transaction execution, ensured regulatory compliance, and managed client relationships to facilitate deal completion. From July 2021 to October 2021, she took a study break to focus on progressing her doctorate studies.

In November 2021, she joined CIMB Bank Berhad, as a Vice President in the Group Corporate Finance and Investment Management department, where she was responsible for providing in-house corporate finance advisory services. She left CIMB Bank Berhad in May 2022 and subsequently joined Alliance Islamic Bank Berhad (formerly known as Alliance Investment Bank Berhad), as a Team Head/ Vice President in the Corporate Finance department in June 2022. She held this position until December 2024, during which she led floatation and fundraising exercises, as well as oversaw various corporate finance exercises, ensured compliance with regulatory requirements and alignment with clients’ objectives. Subsequent to the end of her tenure at the bank in December 2024, she incorporated Capital Market Consulting Sdn Bhd, a company engaged in the provision of business management consultancy and training services. She remains as the sole director and shareholder of the company todate.

In July 2025, she was appointed as Independent Non-Executive Director of Gold Li Holdings Berhad (a company listed on ACE Market), an investment holding company with its subsidiaries principally involved in property development. In October 2025, she joined UNITAR International University as a Senior Lecturer, a position she continues to hold to-date.

Tengku Munazirah Binti Tengku Abdul Samad Shah, a Malaysian female, is our Independent Non-Executive Director. She was appointed to our Board on 13 August 2025. She is the Chairperson of our Remuneration Committee and a member of our Audit and Risk Management Committee and Nominating Committee.

She obtained her Swiss Diploma in Hotel Operational Management and Swiss Higher Diploma in Hospitality Management from the Swiss Hotel Management School, Switzerland in 2007 and January 2008 respectively. She graduated with a Bachelor of Arts (Hons) in Hospitality Management from the University of Derby, UK in November 2008 and Swiss Hotel Management School University Centre in January 2009.

After a short break from graduation, she started her career as a Customer Service Officer at the Ritz-Carlton Millenia, a hotel located in Singapore in November 2009 where she handled high profile guests, delivered personalised service, organised personalised tours and arranged meetings for VIP guests. She left Ritz-Carlton Millenia in 2010 and took a break.

In 2011, she founded The Hope Factory Sdn Bhd, a social enterprise that creates awareness and supports other non-profit organisations by channelling their profit back to 6 different areas of need including medical care, protecting children, sheltering the homeless, education, preventing hunger and bringing awareness to animal rights to the public, where she was responsible for directing all operations, branding, overseeing pricing decisions, as well as planning fundraising events and campaigns. She is also the President of Pertubuhan Harapan Istimewa Malaysia, a non-governmental organisation set up under The Hope Factory Sdn Bhd, a position she continues to hold. The Hope Factory Sdn Bhd was dissolved in 2017 and its functions were taken over by Pertubuhan Harapan Istimewa Malaysia.

In 2021, she joined Sin Heap Lee Development Sdn Bhd, a property development company as an Executive Officer for Property Development. She also holds the position as Head of Governmental Affairs in SHL Consolidated Berhad (a company listed on Main Market), the holding company of Sin Heap Lee Development Sdn Bhd. As an Executive Officer for Property Development as well as the Head of Governmental Affairs, she is responsible for leading the company’s objectives involving local, state and federal government affairs, maintaining and nurturing relationships with the government, associated authorities and all committees to facilitate project development.

She also holds several roles in non-governmental organisations. These include among others, Secretary General of Koperasi Pumas Berhad since 2023, Royal Patron of Persatuan Kebajikan A Plus since 2020, a Trustee of Yayasan Perintis Malaysia since 2019, Royal Patron of Humanitarian Aid Selangor Society and Persatuan Insan Istimewa IMC Selangor since 2017.

In addition, in 2024, she was appointed as an Independent Non-Executive Director of Vetece Holdings Berhad (a company listed on ACE Market), which is an investment holding company with its subsidiaries specialising in enterprise application, integration, cloud and data management solution services.

Chong Lee Ling, a Malaysian female, is our Independent Non-Executive Director. She was appointed to our Board on 13 August 2025. She is the Chairperson of our Nominating Committee and the member of our Audit and Risk Management Committee and Remuneration Committee.

She graduated with a Bachelor in Arts & Social Science, majoring in International Studies from University of Malaya in 1998.

In the same year, she commenced her career as a Purchasing & Shipping Executive in Tung Shung Machinery Sdn Bhd, a company specialising in film and plate processors for the printing industry. She was mainly in charge of the purchasing activities, material planning used in production and inventory management. She left Tung Shung Machinery Sdn Bhd in February 1999 and in the same year, she joined Gateway Sdn Bhd, a Fortune 500 company principally engaged in the build-to-order personal computers. She held the position as a Logistic Analyst where she was responsible for driving cost efficiency through meticulous analysis and recommendations to management. She resigned from Gateway Sdn Bhd in 2001.

In 2002, she joined Advanced Modules Sdn Bhd, a manufacturing company pioneering Malaysia-made memory modules for the international market, as a Sales and Marketing Executive, where she was involved in pricing analysis and distribution of products to multiple sales channels located both locally and overseas. She was also responsible for the logistics functions within the company. She left Advanced Modules Sdn Bhd in 2005 and ventured into the semiconductor industry by joining Ismeca Malaysia Sdn Bhd as a Logistics & Warehousing Manager for almost 10 years until August 2015. During her tenure with Ismeca Malaysia Sdn Bhd, she was mainly involved in warehouse management and ensuring stock accuracy, logistics functions, driving cost improvement on global logistics expenses and ensuring compliance of customs rulings and statutory requirements.

In September 2015, she joined Arm Strong Auto Parts Sdn Bhd, a company principally involved in automotive parts manufacturing, as Material Service Manager, where she was mainly responsible for ensuring seamless delivery schedules to customers. In 2016, she left Arm Strong Parts Sdn Bhd and in 2017, joined Cohu Malaysia Sdn Bhd, a subsidiary of Cohu Inc, USA as a Global Spare Parts Manager. Cohu Malaysia Sdn Bhd is principally involved in the business of supplying test, automation, inspection and metrology products and services to the semiconductor industry. In 2024, she was promoted to Senior Customer Success Manager and holds the position till date.

In 2025, she was appointed as an Independent Non-Executive Director in Wegmans Holdings Berhad (a company listed on Main Market), an investment holding company with subsidiaries principally involved in home furniture manufacturing.