Decades of hard work and determination have made success for MSM Malaysia all the sweeter. As the country's largest refinery, MSM produces 960,000 tonnes of sugar a year, more than half the entire national sugar production. At the heart of MSM's outstanding production capacity are its employees. "Our people are very committed and very strong technically," says president and CEO Chua Say Sin. MSM goes beyond merely filling its customers' sugar bowls by striving to provide the best possible quality at the lowest possible cost. Service and sincerity are of equal importance to MSM. "We always work closely with our customers," Chua says. "If you don't have added value in service, basically it's just a commodity and you are competing only on price." A parallel commitment to environmental protection has led to MSM's investments in advanced filtration technology resulting in close to zero waste discharge at its facilities. The company's local brand, Gula Prai, embodies the quality consistency and ratings set by the International Commission for Uniform Methods of Sugar Analysis. This consistency has enabled MSM to build a multinational client base comprised of food and beverage giants such as Coca-Cola, Pepsi-Cola and Nestle. F&N and Tesco also source their sugar requirements from MSM. The company's global connections have allowed it to go beyond Malaysian shores. Apart from working with agents in Hong Kong, MSM has also formed partnerships in Singapore, South Korea, Australia and New Zealand. MSM plans to increase output and its overseas operations, aiming for a total annual production of 1.5 million tonnes by 2016.