A Legacy of
Freshness.
Built on trust, passed down through generations. From our family to your kitchen.
"Quality isn't a goal, it's our heritage."
— Mr & Mrs Lee, Founders
A Journey Through Time
The Humble Beginning
Started by a hardworking couple — Mr & Mrs Lee — with a simple stall in Pasar Payang, Kuala Terengganu. Their love for good, fresh produce is what built H&E First Choice from the ground up.
Growing With Purpose
Our Mission
To bring the freshest produce from the farm straight to your kitchen — every day, without cutting corners. We care about quality the way a family does, not just as a business.
2nd Generation Family Run
What started as a single stall has grown into a team of 20+ people. We built on what our parents started — better systems, same honest values. A family business that still does things the right way.
A Team of 20+
Growing together, every step of the way.
Heart in every delivery.
At H&E First Choice, you're not just another order. We know our farmers by name, and we take time to understand what your kitchen needs. That's how a family business works — careful, consistent, and always giving our best.
Personal Relationships
We source directly, ensuring fair prices for growers and peak freshness for you.
The 4:00 AM Promise
Our family is awake before the sun to hand-pick every item that goes into our trucks.
Experience the Choice.
Want better produce for your kitchen? Join the restaurants and cafes across Terengganu who trust H&E First Choice every day.