In modern society, health has become the focus of people's lives. Cheok Kei Company Limited has established the "Queen.T" brand, centred around the traditional ingredient of aged tangerine peel, to create a food brand that promotes wellness. Founded in 2021, the company is led by founders Cheong Chin Tong and Fong Hoi Ian, focusing on the research and development of tangerine peel products and brand marketing, aiming to provide healthier lifestyle choices.

Founders of Cheok Kei Company Limited, Cheong Chin Tong (left) and Fong Hoi Ian (right)

The Wellness Benefits of Aged Tangerine Peel

All products from Cheok Kei use aged tangerine peel sourced from Xinhui, Guangdong. Their signature wellness tea series is formulated by professional tea masters and includes flavours like Tangerine Peel White Tea, Tangerine Peel Rose Oolong, Tangerine Peel Chrysanthemum Pu’er, and more. New products such as tangerine peel hawthorn strips, tangerine peel Vitamin C candy, tangerine peel and Chuanbei lemon paste, salt-preserved tangerine peel, and young tangerine peel are designed to aid digestion and soothe throat discomfort.

Fong Hoi Ian noted that the company's factory in Jiangmen has its own planting base, ensuring quality control from the source. The factory complies with the internationally recognised ISO 22000 food safety management system standards, helping to guarantee the safety and quality of products. The aging process of tangerine peel takes several years, requiring proper airflow to avoid moisture and mould, which reduces the volatile oil content while increasing the flavonoid compound content, enhancing the value of the aged tangerine peel.

"Going Out" to Expand Sales Channels

The "Queen.T" product line is currently supplied to several large hotels, local souvenir shops and supermarkets, and has successfully expanded into markets in Chinese mainland, Singapore, and Malaysia.

Cheok Kei continues to participate in local economic and trade exhibitions organized by the Trade and Investment Promotion Institute. Cheong Chin Tong believes that these events not only help increase product sales but also help build a loyal customer base and establish long-term relationships. At the Macao International Trade and Investment Fair (MIF), the brand extends its B2B services, connecting with international clients through business matching services to help expand its market.

Looking to the Future, Step by Step

Cheong Chin Tong emphasises maintaining product quality and innovative R&D to better meet the needs of their main customer base. The company will not sacrifice product quality for lower prices. He also believes that the flexibility of e-commerce platforms better aligns with the company’s current development direction compared to investing in physical stores. In the future, the company aims to steadily develop new products and considers opening physical stores once their product range exceeds thirty varieties. The company is committed to moving forward step by step.

Photos in this article are provided by Cheok Kei Company Limited.

Disclaimer: The views expressed by the interviewee during the interview are their personal opinions and do not represent the position of the Commerce and Investment Promotion Institute (IPIM). IPIM does not assume responsibility for the accuracy, completeness, or timeliness of the interviewee's statements. IPIM is exempt from legal and litigation liabilities for any losses resulting from the aforementioned content. Any products, services, or brands mentioned in this article should not be understood as endorsements or approvals by IPIM.

Contact Cheok Kei Company Limited

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