In 2017, an encounter with Peter Koh, CEO of Oceanus Group, prompted him to redefine his views on business. “Peter shared his aspirations with me”, recounted Sammul, “At the time, he had just stepped out of retirement to take over the leadership of Oceanus, a floundering corporation that was in imminent danger of being broken up and sold off for parts by its creditors.”

Peter confided in Sammul that he was driven by a sense of duty to protect the company’s mostly elderly shareholders who were at risk of losing their life savings. They weren’t the only ones Peter was worried about – he also wanted to safeguard the company’s long-time employees from the jarring uncertainty that a potential shutdown would bring.

These values resonated deeply with Sammul. As the leader of a family-run business, he understood the importance of duty of care and commitment towards both employees and stakeholders. Sammul saw that Peter also meant business, not just figuratively but also literally. He had a vision and a plan to succeed – so when he asked Sammul if they could embark on a joint venture that would turn over an annual revenue of S$100 million, Sammul immediately said yes.

This shared commitment to people and purpose created the bedrock for the merger. Even more serendipitously, Sammul later discovered that Peter had been close friends with his older brother, without both of them realising it at the start. Even his parents liked Peter very much. “But I didn’t reveal this to Peter until we signed the final contract,” he laughed. “I wanted it to be a surprise. After we signed, I told him and he was taken aback. It was truly another sign that further cemented our trust and bond – a partnership based on values as much as it was on business potential.”

Growing Professionally: Adapting to a New Country and Company

In November 2019, Sammul made the pivotal decision to relocate to Singapore. “ I will always remember the first time flying into Changi Airport. My first impression of Singapore was incredible – I was so impressed by how well-run everything was, and the huge sense of possibilities. What I never imagined was that one day, I myself would be flying in to permanently call this place home.”

However, transitioning from leading his family-run business to becoming the COO at Oceanus, an international enterprise with a diverse portfolio, required a significant shift of scope and mindset. Season Hong had long focused on the wine and beverage sector, and Sammul was well-versed in its intricacies. But Oceanus had a far broader scope ranging from frozen meat and seafood to fruit, commodities, and even media. Alongside this came the responsibilities of setting up and overseeing new processes, systems and frameworks for a global team of 36 subsidiaries across 12 countries.

Sammul had to step far out of his comfort zone. One particularly memorable moment of that was trading sugar. He lead his team from ground zero – doing extensive research, embarking on fieldwork, assessing macro-economic and geopolitical impacts, learning about different tax structures, and faced hard lessons in sourcing for reliable partners. The endeavour succeeded: In 18 months, the team began facilitating trades between Thailand and China of over 300 containers of sugar, of 25 tons each.

“There is a lot of knowledge locked into each trade endeavour like this. You have to know a lot – it’s not just about buying and selling. It’s about understanding an entire ecosystem.”

Growing on the Personal Front: Sammul’s Own Singapore Story

Adjusting to life in Singapore also brought a personal growth for Sammul. He was used to China’s fast-paced, deal-driven culture, which often involved lengthy client meetings accompanied by big meals, drinking, and socialising. In contrast, Singapore’s business culture is more reserved, with a greater emphasis on efficiency and mindfulness.

This created a profound transformation in his business philosophy. He learned to appreciate the value of patience, waiting for impactful long-term outcomes instead of immediate results. “Previously I’d be focused on picking the fruits. But now, I focus on putting down deep roots.”

This cultural shift also led to unexpected personal growth. “I am very thankful to Singapore – being here has even helped me quit smoking!” he quipped. He credits this to hearing a story about Singapore’s founding father, Lee Kuan Yew, who quit smoking after suffering voice loss during a critical election campaign. Inspired, he himself quit the habit shortly after.

What Lies Ahead: Growing Oceanus’ Legacy and Beyond

Looking ahead, Sammul is excited about the future of Oceanus, particularly its new purpose-driven vision, “Food Without Borders”: food security through creating a more efficient and resilient global food marketplace, where the trade of food flows without friction.

Sammul’s role as COO meant that besides rallying his team behind the new vision, he leads the crafting of new strategies and processes as well as the adoption of new digital frameworks. Such aspirations were exactly the reason why he joined Oceanus – not just to do more business, but to build towards making deeper, positive impact on global food supply chains.

He acknowledges that 2025 will bring a unique set of geopolitical and economic challenges, including potential increasing tensions in US-China relations. But he also noted that volatility has always been an inherent risk. “Where there’s risk, there’s always opportunity. It’s about being strategic, adaptable, and maintaining a positive mindset.”

Beyond 2025, Sammul is deeply focused on growing the Oceanus legacy. His long-term vision is to establish a premier Singaporean brand synonymous with excellence on the world stage; putting Singapore on the map as a global business hub. And the key to achieving this is “people and patience”, according to Sammul, focusing on assembling the right team and empowering the next generation of leaders.

Words of Wisdom for Aspiring Entrepreneurs

As an entrepreneur who has successfully transitioned from family business to global leadership, Sammul offers this advice to newcomers in the food trade industry: “Start from a place of learning. Be prepared to face hardships and repetitive tasks. If you have a genuine dream, money should not be your only motivation. You must settle down, build roots, and stay the course.”

At Oceanus, we’re committed not just to professional but also personal growth for all our employees. If this journey resonates with you, do get in touch with us to find out about opportunities for working with us.