History & Brand Story

A Homegrown Idea with a Global Appeal

photo1One morning in the early 1960s, Malaysian biscuit manufacturer Chew Choo Han was having breakfast with his family when a realization hit him; that food, beyond fulfilling hunger, could also promote health. He had a vision that food consumption trends would evolve from a focus on taste to an emphasis on taste, health and nutrition.

Armed with this foresight, Chew ventured into the manufacturing of oats. Thus, Federal Oats Mills was born-setting the trend by offering and creating awareness of this healthy food choice.

Its flagship brand, Captain Oats is now marketed in S.E.Asia, Greater China, South Asia, the Middle East and Africa. Having obtained the National Mark of Malaysian Brand award and the ISO 22000, HACCP and HALAL by JAKIM certifications; the brand successfully cements its credibility among international buyers and consumers.

Today, with the third generation Chew family at the helm, Captain Oats is poised for further growth. R&D efforts to make fresher oats using its proprietary OatiFresh™ Process remains a priority. Development of new product ranges to satisfy consumer demands are underway, establishing Captain Oats as a household brand globally.