About us

Founded in 1947 as the Sin Chew Bakery Association, we have been at the heart of Singapore’s baking industry for over 70 years. Our mission is to unite and support local bakeries by sourcing affordable, high-quality ingredients and providing valuable resources for growth. We’ve consistently prioritized the welfare and interests of our members, building a trusted reputation within the community.

Our enduring partnership with the Wheat Association of America inspired us to adopt "Wheat" as our logo, symbolizing our commitment to quality and excellence in everything we do. Today, we continue to supply essential baking products, serving the diverse needs of both home bakers and businesses across Singapore.

In October 2024, we rebranded as Wheat & Beyond Pte Ltd, becoming part of City Holdings Limited and a subsidiary of Asiatic Mart Holding Pte Ltd. While our name has changed, our dedication to supporting Singapore’s baking community remains as strong as ever.