EXPO 2025
Special Page
“The joy of deliciousness has the power to change consumer behaviour, and this behaviour itself has a power to change the structure of the agriculture industry.”
We want the producers to extend environmentally friendly agriculture that produces high quality crops, and lead the consumers to deepen their understanding about these premium crops. We are convinced that the key to humans being able to continue agriculture for a thousand years from now is to build the “ecosystem” through crops (i.e. producer, consumer, environment, market, etc.).
We have started selling strawberries and tomatoes, which are cultivated at our farms in Malaysia, by starting up a new brand called “CHITOSE Vegetables”. The market has expanded to many well-known places like ISETAN SINGAPORE, Michelin starred restaurants, famous confectioneries, and representative resort hotels in Singapore. We are also planning to expand the agriculture project to other Southeast Asian countries by conducting technological transfers to local farmers.
We are building an end-to-end supply chain system to stably produce, distribute, and market high-value agricultural products in Southeast Asia, starting with Japanese strawberries. At the same time, we are developing technologies that utilize unused agricultural residues to help sustain farmland.
We produce CHITOSE strawberries and CHITOSE vegetables at our own farm in Cameron Highland, Malaysia and sell them at hotels, cake shops and restaurants in Malaysia and Singapore. We also sell them at local supermarkets and departmental stores to let the consumers know about CHITOSE’s quality and agriculture. We are currently trying to produce other strawberry strains, technical transfer and contract culture for local farmers who have the same aim as us.
Malaysia, Singapore, Indonesia, Vietnam
Chitose Agri Laboratory Sdn. Bhd., Director/Agriculture Expert
Since relocating to Cameron Highlands in 2014, we have been building our agricultural business from scratch, starting with no land and no seedlings. Despite the challenges of the COVID-19 pandemic, we have grown into a team of around 160 members, including part-time staff. Today, under the CHITOSE brand, we deliver high-value vegetables and fruits primarily to markets in Malaysia and Singapore, while expanding our presence with the establishment of a Thai subsidiary in 2024.
Transforming agriculture into a truly sustainable industry requires creating social value in various dimensions, both environmental and economic. By expanding our roots in local communities, we take initiative driving sustainable agriculture forward.
Chitose Agri Laboratory Sdn. Bhd., Senior BioEngineer
In this project, I am in charge of research & development on how to increase the yield, quality and stability. In order to ensure stable delivery of high-quality products to more CHITOSE strawberry lovers, I am willing to step forward to face the problems that do not happen in Japan, such as pests that I have never seen back there. And as we develop the project, I am happy to work hard with Malaysian farmers, collaborate with them, and foster agriculture in Malaysia.
Chitose Agriculture Initiative Pte. Ltd., Business Development Div. Manager
As a Singaporean, I grew up with limited awareness of food knowledge—such as when strawberries are in season, the different methods of cultivation, or how climate influences taste. Since joining CAI in 2015, I have developed a deep appreciation for these aspects of food that I once overlooked. My aspiration is for CAI to be recognized as the go-to company for premium food products, consistently delivered at the peak of freshness.
