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The Planner Affairs to Represent USAPEEC in ASEAN region

September 29, 2023

The Planner Affairs, a Singapore-based food and beverage industry marketing consulting firm, will take over as the consultant for the USA Poultry & Egg Export Council (USAPEEC) in ASEAN region markets as of Oct. 1.

The company, founded in 2017 by food and beverage industry entrepreneur Thomas Tan, succeeds longtime USAPEEC ASEAN Director Margaret Say, who is retiring, and Manager Maria Cheong, who will stay on with The Planner Affairs, ensuring a smooth transition and continuity in USAPEEC programs and services. The Singapore office will be closed on Sept 30.

“We are incredibly thankful to Margaret Say and Maria Cheong for their work and dedication building the U.S. poultry and egg market in ASEAN over the last 40 years,” said USAPEEC President and CEO Greg Tyler. “The Planner Affairs has been working on USAPEEC projects for the last several years and has been creative and effective in their implementation. Change is difficult, but we are excited to see what they do to help increase demand in the ASEAN region.” 

The company’s staff has worked with Say and Cheong since 2019, including the 2023 Food & Hotel Asia show in Singapore and other projects.

The Planner Affairs provides services including project planning and execution, roadshow marketing, digital marketing, and photo, video, and design services, helping connect suppliers to merchants and merchants to consumers.

USAPEEC will maintain separate consultants in the Philippines and Vietnam.

Say and Cheong were recently honored in Singapore at a trade reception attended by more than 125 members of the local trade as well as representatives from several USAPEEC members, Tyler and USAPEEC Director of Global Marketing Leah Mulcahy.

Photo: Greg Tyler, Thomas Tan.


Founded in 1984, the USA Poultry & Egg Export Council (USAPEEC) is a non-profit, industry-sponsored trade organization dedicated to increasing exports of U.S. poultry and egg food products in all foreign markets.

Tyler & Tan