Sam Goi's early cuppa in Super yields S$222m stake

WHEN "Popiah King" Sam Goi made his first investment into Super Group in 1995, he was simply helping out a friend and expressing his personal view that the coffee mix maker was undervalued.

That initial investment in Super has grown over the years to a 15.34 per cent stake, which is valued today at about S$222 million following a S$1.30 per share general offer from Dutch coffee and tea company Jacobs Douwe Egberts (JDE). Mr Goi, who is Super's vice-chairman and also chairman of privately held frozen spring roll skin maker Tee Yih Jia Food Manufacturing, has already given an irrevocable undertaking to accept JDE's offer.

"I knew (Super chairman) David (Teo) quite some time ago. When their share was going below 15 cents per share ... I thought, why is the share value so low? So I started to buy, I started to collect. I buy until now.