Choo Peng Chee

CEO, DFI Retail North Asia at DFI Retail Group

Choo was appointed CEO DFI Retail North Asia in August 2021, covering all food retail operations (grocery retail and convenience stores) in Hong Kong, Macau, China, as well as the convenience format in Singapore. A director of the Dairy Farm Management Services Board since 2013 and also a member of the Executive Board of the DFI Retail Group.

He joined the Group in 2000 and was the Chief Executive Officer of Cold Storage, Market Place and Shop N Save in Singapore from 2005 to 2009. He subsequently served as the Chief Executive Officer for Wellcome Hong Kong from 2010, and was appointed as the Regional Director, North Asia (Food) in 2013, and CEO – North Asia & Group Convenience in 2018.

Choo brings with him more than 35 years of retail experience to this role and has an MBA in Retailing from the University of Stirling, Scotland.



  • CEO, DFI Retail North Asia

    August, 2021 - present

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