Long Wa Bakery is the production base of “Ma Hong Kei”, an age-old bakery in Macao. The bakery was originally founded in the 1990s and now it has a factory building with a total area of nearly 15,000 square feet. Kevin Ma, who inherited the family business and taken the responsibilities of operations and brand management, has realised the importance of quality certification and brand awareness in the process of re-organising the factory’s operations.

Kevin Ma, Sales and Operations Manager of Long Wa Bakery 

Factory + Product Certification, Quantity + Quality Assurance

Long Wa Bakery specialises in the production and wholesale of baked goods, including bread, moon cakes, cookies, cakes, and pastries. At present, its customers are mainly local hotels, education institutions and restaurants. The factory has been certified with the HACCP food safety management system, and some of their products have obtained the certification of the “M-Mark” Macao Product Quality Certification Scheme.

(Pictures provided by the company)

Ma said frankly that, apart from the demand for good prices and good quality, customers usually have a stronger demand on the stability of supply, which is also the core commitment of Long Wa Bakery.

Hence, in addition to high-quality and fresh raw materials, the factory has also introduced fully-automated production lines and has obtained internationally-recognised food safety management certification. Apart from the strictly-controlled production process and product quality, the factory also set up backup machines to be always prepared for any possible machinery failures. Hence, a production shutdown can be avoided, which eliminates customers’ worries about the stability of product supply.

(Pictures provided by the company)

Leveraging the Advantages of “Made in Macao”

In addition to supplying “Ma Hong Kei” shops and local restaurants, the factory also provides customised services such as tailor-made products. According to Ma, “flexibility” is not only one of the advantages of Long Wa Bakery, but also one of the advantages of “Made in Macao”. Taking an overseas fast-food restaurant that operates in Macao as an example, the restaurant used to purchase products from overseas suppliers, but there were a lot of shortcomings, such as shipping schedules and minimum order quantities. Then they approached Long Wa Bakery for solutions. The co-operation, from the size and taste requirements, research and development, to production, turned out to be a success. And the factory’s products are highly consistent with the original product quality of the restaurant. 

(Pictures provided by the company)

Actively Promoting Made-in-Macao Products

(Pictures provided by the company)

In order to cater to market trends and explore more business opportunities, Ma has launched a rebranding plan and strengthened online and offline promotion for the factory. The innovative measures have been taken in the rebranding, including designing new brand logo and product packaging, and launching new product flavours and sizes.

Currently, the brand exhibits its products in IPIM’s “Macao Ideas” Exhibition Centre. According to Ma, “Macao Ideas” Exhibition Centre can provide a platform for Macao enterprises to display and promote their products. The business matching service in the “Macao Ideas” can also help enterprises expand their sales channels and establish contacts with more customers and partners. He hopes that, through Macao Ideas, Long Wa Bakery can further enhance its brand awareness, and more people can have a better understanding of the strength of “Made in Macao”!

Contact Long Wa Bakery Factory

If you are interested in discussing co-operation with the above-mentioned company, please contact the staff of “Macao Ideas” during office hours.

Tel.: 

Ms Wong +853 8798 9766

Ms Chong +853 8798 9739

Email: 

debbywong@ipim.gov.mo 

elizachong@ipim.gov.mo