Goh Joo Hin Pte Ltd - New Moon

Awards & Accreditions


SPBA - Silver Award (New Moon) 2003, 2004 & Distinctive Award (New Moon) 2005 & Heritage Brand Award (New Moon)

Singapore Promising Brand Award (SPBA) 2003, 2004 & 2005 is the recognition of the excellence of Singapore's brands. The award, running into its second year, is jointly organized by The Association of Small and Medium Enterprises (SMEs) and Lianhe Zaobao.

The objective of this award is to give recognition to the branding efforts of local SMEs.

All the nominees had to go through a stringent judging process which included brand proposal submissions, interviews with the management, and further adjudication by its panel of professional judges. They are being assessed in 4 main areas which are :

1) Brand Strategy / Identity
2) Brand Culture
3) Integrated Brand Communications
4) Brand Equity

New Moon Brand is a canned food product line and it focuses on the platform of exotic seafood choices. The product range includes abalone, other shellfish, soups and sauces. According to an AC Nielson Survey conducted between 1999 to 2011, New Moon is the Number One best selling abalone brand in Singapore for five consecutive years.

New Moon was awarded the Singapore Promising Brand (Distinctive Award) and Heritage Brand Award in 2005.