Ming Kam Sing is serious about his sausages - and rightly so. The executive director from People's Food Holdings, China's leading processed-meat producer, knows a thing or two about making quality food and generating profits.
People's Food is the holding company for Loampit, Linyi Xincheng Jinluo Meat Products Co and Champ Base, which between them control a fair slice of the domestic meat market.
Its Jinluo brand carries a top-10 rating among consumers for recognition, and its sausages have carried off awards for excellence, nabbing among others 'The Best-Selling Sausage in China for the First Half of the Year 2000'.
With all this, Mr Ming said the enterprise was on something of a roll and he wanted to beef up its network of retail outlets, and move from frozen goods into fresh pork and what he calls low-temperature meat products.
A listing is on the cards, both to boost the corporate profile and raise funds for expansion - but the offering will not be served up for investors on the mainland, nor even in Hong Kong. The Shandong-based People's Food has opted instead to list its shares in Singapore - the commercial heart of Southeast Asia.
The decision, which comes as more investor attention is shifting away from the region towards Northeast Asia, is a rare one. Permission to raise about S$60 million (HK$268.44 million) by selling about 12 per cent of the company's enlarged share capital was granted early last month by SGX, (Singapore exchange). Vickers Ballas, the local stock-broker, is acting as lead manager.
Mr Ming said People's Food would get the services and exposure it needed from the Lion City, and he remained confident its retail and institutional investors were sufficiently savvy to appreciate its mainland corporate appeal.