By Felix Cheong

THE managing director of Greenpac, Ms Susan Chong, is one who judges a product by its cover. Or, to be more precise, its packaging

You can call it an occupational hazard.

The 39-year-old Singapore permanent resident - who relocated to Singapore from Kedah, Malaysia, 15 years ago - oversees Greenpac, a knowledge-based company that specialises in providing innovative, environmentally friendly industrial packaging solutions.

Prior to setting up Greenpac, she had worked in marketing at pharmaceutical giant Pfizer before helping in her husband's packaging business.

Established only six years ago, Greenpac now counts several multinational companies on its list of clients, such as Hewlett- Packard, ExxonMobil, Siemens, Leica and Flextronics.

'At that time, people thought packaging was a sunset industry,' recalls Ms Chong, noting that there was excess capacity in the industry because many companies were relocating to China.

'I saw an opportunity in providing a total packaging solution. But people thought I was crazy.'

Banks were not willing to offer her loans. So, armed with a $30,000 grant from Spring Singapore, Ms Chong pushed ahead with her vision and started by educating companies about the importance of good packaging and putting solid research and development work behind it.

What this means is that Greenpac - with its staff strength of 20 that includes designers, mechanical and structural engineers - customises packages for clients.

Ms Chong explains: 'Maybe you have a box in which you can put 10 of your products.

'I help you to re-engineer it, so that you can pack in 15. Same footprint, but 50 per cent more.

'That means your freight and transportation is down by 50 per cent. Maybe, instead of $1 per box, you now pay $1.20. But overall, your cost is lower.'

Her out-of-the-box approach has certainly hit the jackpot.

Ms Chong proudly reveals that Greenpac has been enjoying 100 per cent growth every year, with last year registering a stellar 300 per cent. It had two of its designs recognised as patents and also moved into helping clients with their warehousing.

'We're outstanding in that we're the only company doing this, but the past six years has been a lonely journey,' she says, dedicating her success as a top entrepreneur in EYA to her staff.

'The award is like a report card to say we've passed with flying colours!'

This article was first published in The Straits Times on October 22, 2008.