3 November 2014

Following the success of the grand Awards ceremony in April 2014, FMAS launched the inaugural Singapore Heartland Enterprise Star Award (SHESA) 2014 Commemorative Book to honour the 47 Awards nominees and winners under the Prominent, Promising, and Heritage Categories on 3 November 2014.

Co-organised by FMAS and Lianhe Wanbao, the SHESA 2014 Book was unveiled by the guest-of-honour Senior Minister of State for Finance and Transport Mrs Josephine Teo at the Singapore Press Holdings News Centre auditorium. In her speech, Minister Teo listed three key points about the SHESA 2014 Book:

1. It reflects the importance of heartland businesses to the country.
2. It shares the valuable experience of heartland businesses in overcoming challenges and showcases positive energy that inspires entrepreneurs to persevere in their efforts.
3. It exemplifies the unique heartland characteristics through the heartland businesses.

“As part of the government’s ongoing efforts to promote inclusive growth across industries, FMAS will be a key partner in reaching out to smaller heartland businesses. I am heartened to know that together with the SME Centres, FMAS will continue to work with the micro businesses to uplift their productivity and competitiveness to create vibrant neighbourhood centres in Singapore,” said Minister Teo.

The event concluded with the panel discussion on Entrepreneurship at Heartland. The panelists were:

• Mr Luke Lim, CEO of A.S. Louken Group (Moderator)
• Mr Wei Chan, Business Development Director of Pine Garden’s Cake
• Mr Andy Hoon, Founder of Yellow Submarines Cheesesteaks
• Mr Alvin Kuek, Co-founder of Mind Stretcher
• Mr Ong Kian San, Managing Director of Kee Song Brothers

Collectively, the four heartland entrepreneurs shared their trials and tribulations in carving their niche in the heartlands and how they overcame constraints and obstacles. Their stories struck a chord with the participants and many of them stayed on after the event to exchange their thoughts with the panelists.

About the SHESA 2014 Commemorative Book

The 250-page book is a compilation of the success stories of the 47 local heartland enterprises and forewords by Deputy Prime Minister and Minister for Finance Mr Tharman Shanmugaratnam, Minister for Defence and Advisor to FMAS Dr Ng Eng Hen, Senior Minister of State Ministry of Trade and Industry and Ministry of National Development Mr Lee Yi Shyan, and Minister of State for Trade and Industry and Mayor, North East District Mr Teo Ser Luck.

This first edition is available in both Chinese and English and selling for $15 at all Popular bookstores islandwide.