Smoking out a delicious ‘secret’ Potential in smoked duck downline business

BUSINESSMAN Leong Yew Siang has a delicious product which he keeps “hidden” in Ipoh city.

Those who know about Leong’s frozen smoked duck would have stumbled upon it by chance or have been recommended by other customers.

His other product is the frozen boneless roast duck. Both these products were developed to the convenience of busy homemakers and to promote duck meat as an alternative meat source.

Owing to the lack of manpower and a proper marketing plan, Leong, 30, has kept the business fairly low profile and sells his products in a few selected outlets in Ipoh.

In fact, his more prominent outlet is a small shop that sells salted chicken in the heart of town.

“I am in the midst of negotiating with a supermarket in Kuala Lumpur to have the products sold there but for now, you can only buy them in Ipoh,” said Leong, the manager of Viatak Enterprise Company Sdn Bhd.

He also helps his father run an 80-acre duck farm with 48,000 ducks in Chemor.

They have been exporting duck meat, mainly to Singapore, since 1996.

Leong’s father has been running the farm for 30 years and he feels that diversifying into downline products like the smoked duck is a progressive step for the company.

During the festive season, Leong sells an average of 2,000 packets of smoked duck and deboned roast duck a day.

The demand for whole birds during this season is 10,000 a day. He also sells smoked duck breast meat and drumsticks to hotels.

“We are now working towards acquiring our ASAP and ISO certification. This will take a year or two after which we will expand the business to other markets,” he said.

The smoked duck idea was developed together with two friends from Hong Kong who brought him the recipe several years ago.

Leong felt that it is imperative for him to ensure a reliable supply of duck before he expands his business.

And this can be achieved if the company could get to own the land that the farm is located. For now the land is leased from the state government.

He feels that this location is ideal for duck poultry as 63 acres of this land are ponds which are ex-mining pools.

“I see the potential in the duck meat downline market as some countries in Europe and Asia are receptive and willing to buy from us,” Leong added.

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