Time Programme
08.00 Registration/Light Breakfast
09.00 Arrival of Guest-of-Honour Mr Desmond Lee,
Minister of State for National Development
09.10 Welcome Address by Mr Kenneth Tan,
Eastern Holdings Ltd
09.25 Keynote Address by Mr Douglas Foo,
ASEAN Business Advisory Council
10.05 Risks & Opportunities of AEC by
Mr Pushpanathan Sundram, Managing Director, EAS Strategic Advice Pte Ltd
10.45 Coffee Break
11.05 Realising AEC: Role and Impact of an Industry Association by Mr Sunny Koh, Chairman for Singapore, ASEAN Food & Beverage Alliance (AFBA)
11.45 Removal of Trade Barriers: What is the future of self-certification and how will businesses benefit from it? by Mr Tan Juan Fook,
Trade Policy - FTA Lead, Ernst & Young Solution LLP
12.25 The Unique Roles of Singapore in AEC —
A Food Manufacturer’s Viewpoint
by Mr Wong Mong Hong, Immediate Past President, Singapore Food Manufacturers’ Association (SFMA)
12.50 AEC: Does it benefit Singapore?
by Mr Alban Kang, Managing Director,
ATMD Bird & Bird
13.30 - 15.00 Lunch/Networking


    Mr Desmond Lee is the Minister of State for National Development and an elected Member of Parliament for the Jurong Group Representation Constituency. In his role, he leads major portfolios in statutory boards under the Ministry of National Development, including Housing and Development Board (HDB), Building and Construction Authority (BCA), Council for Estate Agencies (CEA), Urban Redevelopment Authority (URA), National Parks Board (NParks) and the Agri-Food & Veterinary Authority (AVA).


Keynote Speaker
    Mr Douglas Foo is a member of the ASEAN Business Advisory Council. As founder and Executive Chairman of Sakae Holdings Ltd., Mr Foo has led the growth and development of the group, which has since established over 200 outlets across the world.



Mr Pushpanathan Sundram is the Managing Director (Asia) of EAS Strategic Advice, a global leader advising governments, trade associations and businesses on regulatory harmonisation and impact of new regulations in the food and nutritional products areas.


He is also the Executive Chairman of the China-ASEAN Business Association (CABA), Principal Advisor to the ASEAN Food and Beverage Alliance (AFBA) and Senior Fellow with the Singapore Institute of International Affairs (SIIA), a top think-tank in Asia-Pacific.


Mr Sunny Koh is the Chairman for Singapore of the ASEAN Food and Beverage Alliance (AFBA), and Managing Director of Chinatown Food Corporation Pte Ltd with more than 20 years of experience in the food and beverage industry.


AFBA is a group of national associations in Southeast Asia involved in the manufacture, distribution and sale of food and beverage products. We are a dedicated non-profit body committed to effectively representing the food industry within the ASEAN.


Mr Tan Juan Fook is the Trade Policy, FTA Lead in the Indirect Tax – Global Trade, Ernst & Young Solutions LLP, Singapore. He advises companies to take advantage of FTAs in cross border trade of goods.


Prior to joining EY, he spent over 20 years working in the Trade Development Board (now known as International Enterprise Singapore) and Singapore Customs. His areas of specialisation include negotiating and implementing FTAs; advising companies to utilise and comply with various FTAs and maintaining the integrity of Singapore’s Certificate of Origin regime.


Mr Wong Mong Hong is the Immediate Past President of Singapore Food Manufacturers’ Association. He has worked in the food industry for 47 years and sits as a member in the Governing Board of Singapore Packaging Agreement.


Mr Alban Kang is the Managing Partner of ATMD Bird and Bird LLP. He is also a member of the Intellectual Property & Information Technology practice group in Singapore, which handles all aspects of intellectual property and other laws.