- The Thai brand has chosen Singapore as
the first overseas country to launch its offerings
- The chickens are 100% natural, and bred
in carefully controlled, cage-free farms
- Preferred choice of many chefs of
Michelin-starred restaurants in Thailand
SINGAPORE - Media OutReach - 29 August 2019 - UFarm's
Benja Chicken, the world's first brown rice-fed chicken, is now in Singapore!
Hailing from Thailand, this 100% natural product boasts a rich flavour profile,
and is more tender and juicier than the market's chicken meat by up to 55%. The
brand's offerings are wildly popular in Thailand and are preferred by chefs of Michelin-starred
restaurants such as Saneh Jaan, Siam Wisdom and Paste.
Benja Chicken uses an innovative animal feed to raise its chickens. The formula
comprises specially selected brown rice grains, which are rich in
Gamma-Aminobutyric acid, antioxidants and vitamins B3, B6 and B9. It also helps
to strengthen the chickens' muscle structure. No growth hormone or antibiotic
is added to the feed, which has been certified by the American NSF
Benja Chicken has chosen Singapore as the first country outside Thailand to
launch its products. Mr Prasit Boondoungprasert, Chief Operating Officer of
Charoen Pokphand Foods Public Co., Ltd., who created "Benja Chicken" under
the U-Farm brand, says, "Today's consumers focus on the quality of ingredients
they use to prepare meals. The ingredients must be natural, delicious and
healthy. Keeping this in mind, we set out to launch 'Benja Chicken', a line of
chicken products that is different from the current market offerings. It meets
the lifestyle needs of modern families, who place an emphasis on food safety
and premium taste. In the pipeline, the brand will launch even more products
that meet the sophisticated demands of consumers."
Keeping to stringent farming standards
lives by its 12 philosophies with 5 freedoms of animal welfare in mind to raise
healthy chicken for your loved ones.
- All chickens are 100% natural and they are
well-raised in the indoor farm.
- The farm is protected against disease and
extraneous materials which may affect the health of chicken negatively.
- Before entering the farm, personnel are
required to take a shower, wash one's hair and spray the disinfection spray.
- With no exception, all vehicles must be
cleaned and sprayed with the disinfection spray before entering the farm.
- Benja Chicken is raised with the 5
Freedoms of Animal Welfare.
- Benja Chicken is raised in a
free area where chickens can wander and run freely.
- The temperature in the farm is suitably
adjusted to the ages of the chicken, allowing for the best comfort for every
chicken raised in the farm.
- Benja Chicken uses an innovative animal feed
to raise its chickens. The special formula comprises specially selected brown
rice grains, which are rich in Gamma-Aminobutyric acid, antioxidants and
vitamins B3, B6 and B9.
- The recipe formula is suitably adjusted to
the Benja Chicken's ages, resulting in the efficient growth of the
- Benja Chicken is raised with clean water
from the clean water filtering system.
- To ensure the good health
of Benja Chicken, UFarm conducts consistent health checks on the
- No growth hormone or antibiotic is added to
the feed, which has been certified by the American NSF International.
Benja Chicken's offerings are available from
end October 2019 onwards.
Retailing from S$10.50, the available parts
Frozen Skinless Boneless Breast 520G
Frozen Skinless Boneless Leg 400G
Frozen Skin-On Boneless Leg 470G
To celebrate the launch of Benja Chicken, one-Michelin-starred Alma
by Juan Amador will be
showcasing the Benja Chicken in a special 3-course lunch menu available for
three months from 3rd Sep 2019. The menu is priced at S$39++ per
person, and will feature the Chicken Terrine, a unique chicken starter dish; Chicken Roulade, a new take on the classic chicken rice
which features chicken thigh stuffed with brown rice; and Wild Berries, a sweet
About CP Foods (CPF)
one of Asia's leading agro-industrial and foods conglomerates, CPF Group
strives to maintain its leading position in the industry and successfully
compete in the international arena (U.S.A., Europe and Asia). The Company is
determined to fulfill its vision of becoming the "Kitchen of the
World", placing significant importance on research and development to
improve production quality, safety and efficiency.
success story is tied closely to the company's fully integrated farming and
production process. CPF controls every single process from the first step of
breeding to the eventual branding and marketing of its food products. It pays
close attention to the freshness of ingredients at every stage to ensure
customers get the best quality products.
Company is dedicated to providing food products, which are high in quality,
nutritious, hygienic and safe. Its world-class plants meet many international
regulations, requirements and certifications including HACCP, GMP, BRC, OSHAS,
ISO and Animal Welfare Standard. Every step of the farming and production
process is based on the practice of good animal welfare and concern for the
environment, by being safe and drug-residual free.