Pioneer

Ancient People Loved Oats,
So Do We!

Pioneer

Ancient People Loved Oats, So Do We!

Over 32,000 years ago, hunter-gatherers during the Paleolithic Era* would grind oats in their pestles as hearty and nutritious meals.

Today, Captain™ continues to bring delicious and nutritious oats to every household by perfecting the recipe with natural premium Australian oats via the OatiFresh™ process. That’s our commitment to you!

Milestones

1960

Mr Chew Choo Han founded Federal Oat Mills, the first oats manufacturer in South East Asia.

1965

Expanded to the Middle East. Began exporting to the Middle East and is now the leading oatmeal brand by consumers there.

1970

We made the first sales in Southeast Asia. Captain was sold across the region through a direct distribution channel.

1990

Development of new distribution channels. Captain expanded their footprint across Malaysia.

2000

Captain became a household name across Asia. Over the decades, Captain has expanded in Asia, particularly in the south-east Asia and Greater China regions.

2016

Global domination. Captain expanded its reach worldwide as a credible oats brand among buyers and consumers.

2017

Catering to the busy and on the go professionals, Captain’s Eazy-Go range of instant flavoured oatmeal range was launched in 4 delightful flavours.

2019

Always upgrading and improving. The same old recipes that you all know and love in a brand new look!

2020

New year, new improvement, new upgrade. Captain moved into its new state-of-the-art plant located in Penang Science Park.

Vision

To become the preferred oatmeal brand for all generations. Healthy meals = happy consumers! We aim to be the preferred brand choice around the world for nutritious oats to improve the health and wellbeing of families. Whether it’s for breakfast, lunch, dinner or a mid-day snack, we will have the oats for you!

Mission

Health Living

We will always produce wholesome oat products for families around the world, and promote healthy and balanced lifestyles.

Research & Development

We continue investing in R&D programs to develop innovative and nutritious oat products to meet the evolving needs of our consumers.

Food Safety

We comply with internationally recognized food safety and hygiene standards that govern our manufacturing practices.

Ethics

We are committed to conducting our business professionally and ethically with all our stakeholders.

Our People

We will support a fair and conducive work environment for our employees.

We care for our community and will continue to support local communities and do our part for a better society. We also care for our environment and will do our part for a cleaner, greener world for future generations.

Pioneer

Pioneer

Milestones

1960

1965

1970

1990

2000

2016

2017

2019

2020

Vision

Mission

Health Living

Research & Development

Food Safety

Ethics

Our People

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